Juve, golden shower on the shirt: that’s what it’s worth

A shirt that is worth (almost) as a Champions. The you continues to operate commercially and sets another record. The Ronaldo effect continues to boost the income of the Juventus club, which, with the renewal of the sponsorship agreement for the game uniform with all terrain until 2024, break the wall of 100 million as a total value. Precisely 102 million, an amount that however is destined to grow based on the bonuses provided in the contracts with the different partners and that are made based on the sporting results obtained by Andrea’s team Pirlo. Juve is again ahead of everyone: no one in Italy gets so much from their jersey and the turnover derived from the Juventus jersey is almost comparable to a Champions League victory. Suffice it to say that the complex system of prizes that Uefa recognizes to those who participate in the highest European competition -variable based on different parameters in terms of participation bonuses, the results obtained, the historical ranking and the market pool- guarantees 130 million for Bayern Munich, reigning champions after the victory last summer. Dance a few tens of millions depending on each team, but it comes close.

Quota 100

But, how does Juve reach this figure? Juventus club gets 51 million per season from technical sponsorship Adidas, thanks to the renewal of the company two years ago that led to an agreement until 2027. In total, they make 408 million guaranteed, to which they add royalties that can increase the total. The other substantial part of the billing comes from the main sponsor Jeep. The Fiat Chrysler Automobiles brand, linked to the Juventus club since the 2012/13 season, for the 2021-24 triennium, will pay 45 million fixed bonuses more linked to sports results. This is an increase of 3 million, compared to the 42 million paid by FCA in the last two seasons, the last and the current one. The retro jersey sponsor completes the job. Juve has an agreement until 2022 with Cygames, Japanese giant of video games: it makes 6 million per season, which can increase to 10 thanks to sports results. With a simple sum, from next season Juve will break the wall of 100 million guaranteed income, to which are added the usual bonuses. For the current year, the Juventus club takes a fixed of 99 million, to which bonuses and royalties will eventually be added.

Read the full article on today’s issue of Corriere dello Sport