17 August 2026
Juventus is delighted to welcome YOKOHAMA Tyres as the Club’s new Official Partner, following the signing of a multi-year sponsorship agreement.
The agreement marks the start of a new collaboration between Juventus and YOKOHAMA, bringing together two international brands united by a constant pursuit of excellence, performance and continuous innovation. Through this partnership, Juventus further strengthens its network of world-class global partners, whilst offering YOKOHAMA a prestigious platform to boost its brand awareness and premium positioning in Europe. The agreement offers YOKOHAMA the opportunity to connect with millions of fans across Europe and around the world, integrating its business with the emotional power of football and linking itself to the global appeal of a club renowned for its history, ambitions and winning mentality.
For Juventus, this partnership confirms the Club’s ability to attract major international brands that recognise the value of its global platform, its passionate fanbase and its distinctive identity. For YOKOHAMA, joining forces with Juventus represents a significant step in its European growth strategy, consolidating its position amongst the leading premium tyre brands.
The partnership brings together two organisations united by a shared passion for performance, innovation and continuous improvement. Both brands combine a strong tradition with a forward-looking vision, making this collaboration a natural synergy and a powerful platform for long-term growth. This bond is further strengthened by Turin’s historic ties to the automotive industry and by Juventus’s established partnerships with leading brands in this sector.
As an Official Partner of Juventus, YOKOHAMA will benefit from a comprehensive marketing platform that combines significant brand visibility and advertising during Juventus’ home matches, alongside a wide range of digital, fan engagement and hospitality initiatives. Through visibility on pitch-side LED screens, advertising inside the stadium and access to Juventus’ global media ecosystem, the partnership will ensure exceptional exposure to millions of football fans across Europe.
“This partnership represents much more than a simple sponsorship. It is a strategic investment in the future of our brand and a strong statement of our ambitions in Europe,” said Gregorio Borgo, President of Yokohama Europe and Managing Officer of Yokohama Rubber Co., Ltd. “In recent years, we have achieved extraordinary growth thanks to continuous investment in our products, our people, the customer experience and our brand positioning. The partnership with a club of Juventus’ calibre offers us the opportunity to enter the world of elite football alongside one of its most historic and respected institutions. Football has a unique ability to generate passion and emotional engagement; Juventus provides the ideal platform to strengthen our bond with millions of fans who share our values of performance, excellence and the pursuit of success.”
“We are delighted to welcome YOKOHAMA into the Bianconeri family as our Official Partner,” added Peter Silverstone, Chief Business Officer at Juventus. “As a club, we have strong ties with premium brands in the automotive sector, particularly through our long-standing partnership with Jeep, and the arrival of YOKOHAMA further strengthens this prestigious network. YOKOHAMA is a respected and influential brand that shares our commitment to excellence, innovation and high performance. This partnership brings together two organisations driven by a strong culture of ambition and a constant pursuit of the highest standards, both on and off the pitch.”
