Quick take:
Tether said the investment is a reflection of its commitment to Juventus’ future and the club’s intrinsic value and growth potential.
The partnership is aimed at creating synergies between the worlds of sport and technology.
Tether is also open to further equity investments to help strengthen Juventus’s financial foundation and avoid dilution of its position.
Tether has announced a further investment in Juventus Football Club, bringing its total stake to 10.12%, up from 8.2%. The new investment also raised the crypto company’s ownership of voting rights from 5% to 6.18%, according to an announcement on Thursday.
Tether said the investment is a reflection of its commitment to Juventus’ future and the club’s intrinsic value and growth potential. According to the announcement, the partnership is aimed at creating synergies between the worlds of sport and technology. Tether is also open to further equity investments to help strengthen Juventus’s financial foundation and avoid dilution of its position.
Commenting on the announcement, Tether CEO Paolo Ardoino in a statement said: “This investment is not just financial—it’s a commitment to innovation and long-term collaboration. We believe Juventus is uniquely positioned to lead both on the field and in embracing technology that can elevate fan engagement, digital experiences, and financial resilience. We’re excited about the opportunities ahead.”
Tether is not the only crypto company betting on Football. The likes of Sorare and Chiliz have established multiple collaborations with football clubs and their fans to offer fan tokens and improve fan engagement.
In 2022, the Socios.com owner invested $100 million in FC Barcelona’s digital content creation and distribution hub, Barça Studios, giving its 24.5% stake in the studio.
The partnership aimed to accelerate FC Barcelona’s Web3 strategy, including NFTs, the metaverse, and other digital asset initiatives.
Tether’s plan for Juventus is significantly different, as it aims to help the Club execute its strategic vision and accelerate growth across sporting and commercial dimensions. The two companies will also explore the formation of an integrated unified board of directors.
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