06 November 2026
The partnership between Juventus and Jeep® has won the ‘Best Sponsorship or Partnership’ award in London at the 2026 Global Football Industry Awards, which recognise excellence and innovation in the football industry. This accolade celebrates the value of a relationship built over time and follows the Sustainable Game Award won by the Club at the previous edition for its ‘Black, White & More’ ESG strategy.
At the heart of the award is a collaboration that began in 2012 and was recently renewed until 2028, having become one of the longest-standing and most recognisable commercial partnerships in European football. This relationship has gone beyond the scope of shirt sponsorship, evolving into an international strategic platform and a defining feature of both brands’ identities.
At the heart of this partnership lies a strong shared set of values: performance, ambition, resilience and the determination to constantly push the boundaries. Juventus and Jeep are also united by their connection to Turin, a city where footballing tradition and motoring history converge. Over the years, Jeep has become part of the Bianconeri universe, supporting the men’s and women’s first teams and Juventus Next Gen, as well as all the youth teams, creating campaigns, digital content and initiatives dedicated to the fans. This shared journey has coincided with the winning of 35 trophies and Jeep’s strong commercial growth in Europe. Italy has become the brand’s main market on the continent, with Jeep among the leading brands in the country’s SUV segment.
A partnership capable of reinventing itself through creativity: from the reinterpretation of the Jeep logo on the 2022/23 season shirt – featuring lightning-inspired graphics to highlight the brand’s electric vehicles – to the Juventus Summer Tour powered by Jeep, which has taken this collaboration to international markets, from the United States and Canada to Indonesia, South Korea, China, Hong Kong and Australia. These initiatives have transformed the sponsorship into a storytelling tool, creating new opportunities to engage with an international community of fans.
The award thus recognises the ability to grow together over time, whilst maintaining a strong strategic focus and nurturing the partnership with new ideas, content and ways of engaging fans. Juventus and Jeep continue to look in the same direction, united by their determination to tackle the challenges ahead and to go further, together.
