WhiteBIT replaces Azimut as Juventus’ sleeve sponsor in a three-year, €5M-per-season deal, deepening the club’s crypto ties and expanding WhiteBIT’s football presence.
Juventus Football Club has announced a new three-year sleeve sponsorship deal with cryptocurrency exchange WhiteBIT. This agreement strengthens the Italian club’s connections to the digital asset sector. WhiteBIT is now the Serie A club’s official crypto exchange partner, with its logo appearing on the men’s first team jerseys.
New Sponsorship Unveiled
The partnership, reportedly valued at €5 million per season, includes exclusive digital content and fan engagement initiatives. WhiteBIT takes over from asset management firm Azimut, which briefly held the sleeve rights. Earlier crypto sponsors were Bitget and Zondacrypto. The WhiteBIT branding is expected to debut on Juventus jerseys during the FIFA Club World Cup, specifically in the club’s match against Al Ain on June 18.
Juventus’ Expanding Crypto Strategy
This agreement signifies another strategic push by Juventus into the digital asset space. The club has consistently pursued cryptocurrency partnerships. Earlier this year, crypto firm Tether increased its ownership stake in the club by over ten percent. Juventus aims to integrate digital assets into its commercial revenue and fan engagement efforts.
WhiteBIT’s Growing Sports Presence
WhiteBIT has expanded its footprint in football through various partnerships. The firm previously allied with Spanish club Barcelona and was reportedly among the top ten global crypto sponsors last season. WhiteBIT reportedly spent US$13 million on sports sponsorships in 2024/25, ranking it high in crypto sports marketing. The exchange also holds a deal with Trabzonspor, a prominent Turkish club.
Statements from Leadership
Both club and exchange leaders commented on the partnership. Maurizio Scanavino, Juventus CEO, stated, “We are thrilled to welcome WhiteBIT to the Juventus family, a partner that shares our commitment to innovation and excellence, both on and off the pitch.” He added that the collaboration would offer fans “lots of new engagement opportunities.”
Volodymyr Nosov, WhiteBIT Founder and CEO, also commented. Nosov stated, “We are excited to partner with Juventus, an iconic football club,” adding, “This collaboration represents a major milestone in our mission to make cryptocurrency more accessible to an increasingly wider audience. Together, we’ll create new, tech-driven ways to connect fans with their favourite team.”
Market Impact and Outlook
The Juventus partnership significantly impacted WhiteBIT’s native token. WhiteBIT Coin (WBT) reportedly surged 30% in 24 hours post-announcement. It now trades above $51, extending gains since January 2025 (110% up YTD, 70% in June alone).
WBT has reportedly broken into the top 25 cryptocurrencies by market cap ($7.45 billion). This signals growing platform traction. The Juventus deal further boosts WhiteBIT’s legitimacy as a trusted exchange, expected to fast-track client onboarding. The high-profile sponsorship further cements the intertwining of major sports brands with the evolving cryptocurrency industry.
