Fiat S.p.A. and Juventus Football Club S.p.A.
have signed a memorandum of understanding for an exclusive sponsorship
agreement for the next three seasons.
From 1 July 2012, Fiat S.p.A. will be the sole
sponsor appearing on Juventus football jerseys, for all matches, in return for
a fixed sponsorship fee of €35 million (for all three seasons) and the supply
of group vehicles.
For the upcoming 2012/2013 season, Juventus
players will sport the Jeep brand on their uniforms.
The agreement also allows for Fiat S.p.A. to use
the Juventus image, including placement of its logos on the official clothing
of all Juventus teams and a variety of potential partnerships in other areas.
The definitive agreement, which will be valid
until 30 June 2015, is to be signed in the next few weeks.
The strategic agreement between Juventus and
Fiat Group has historic roots that were planted when Edoardo Agnelli, Fiat vice
president, also became Juventus president in 1923. That particular year sparked
a new dawn characterised by the construction of the club’s stadium on Corso
Marsiglia. It was the first ground to be built entirely from reinforced
concrete: a revolution and a state of the art development in Italy, just like
Juventus Stadium is today. And with Edoardo’s nephew, Andrea Agnelli, in charge
of the club, Fiat has reprised its relationship with Juventus. This union does
not just signal a renewed link between two historic companies. It is also a new
beginning.
Jeep, which celebrated its legendary 70-year
history in July last year, is a globally- recognized brand that distributes its
vehicles in more than 120 countries. Since the introduction of the first model
in 1941, more than 15 million Jeeps have been produced and distributed
worldwide.
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