Old Lady of Turin in Multi-Million Euro Sponsorship Deal

Insurance group Allianz has announced a sponsorship deal worth over €100 million with Italian footballing giants Juventus.

The €103.1 million deal will see the Allianz logo on the, club’s First Team training kit, sponsorship the club’s women’s teams, as well as the extension of the Allianz Stadium naming rights for a further seven seasons starting on 1 July 2023.years.

The new training kit made its debut last night as Juventus’, who are nicknamed the Old Lady of Turin as a pun given their name means “youth” in Latin, played the first leg of the Coppa Italia semi-final against fixture against Milan. The insurer’s logo will be featured in the club’s kit for the next decade.

“We are very happy to have expanded our partnership with Allianz, one of the most active global brands in the professional sport industry,” underlines Giorgio Ricci, Juventus’ Chief Revenue Officer. “This agreement, which defines a wider perimeter of rights, will be visible every day on the training field and during match days, and it will also allow us to say with certainty that our stadium will be an Allianz venue until 30 June 2030.”

Giacomo Campora, CEO of Allianz S.p.A., added: “As of today, our partnership with Juventus has become even more solid, lasting and relevant at a national and international level. Not only have we extended the naming rights agreement with this top football club for the Allianz Stadium until 2030, but we have identified numerous additional sponsorship solutions that will associate the Allianz brand to the First Team, as well as making an important commitment with the Club’s Women’s Sector.”

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