Report: Juventus look to add sleeve sponsor to maximise Ronaldo influence

Report: Juventus look to add sleeve sponsor to maximise Ronaldo influence
Club could generate up to €10m per year through agreement.

Italian soccer giants Juventus are looking to maximise the commercial power of Cristiano Ronaldo by signing a first ever sleeve sponsorship in the club’s history, according to a report from Turin-based sports newspaper Tuttosport.

The runaway Serie A leaders could reportedly generate as much as €10 million (US$11.4 million) per year through such a deal, a figure close to that of English outfit Arsenal’s three-year agreement with the Rwanda Tourist Board.

Serie A only permitted teams to advertise on their sleeves at the beginning of the 2018/19 season, with the Premier League, Bundesliga, LaLiga and Ligue 1 already having brought in the measure.

However, only five Italian clubs currently operate with a sleeve partner. Empoli became the first, joining forces with winery Tenute Piccini, while Torino, Fiorentina, SPAL and Atalanta have also agreed deals. Cagliari’s arrangement with Fluorsid, however, only lasted two games.

News of Juventus’ desire to add a shirt sleeve partner to its commercial portfolio follows the club’s US$58 million per year kit supplier extension with German sportswear giant Adidas. As part of that arrangement, the two parties will continue to work together until 2027.

On the field, Juventus’ stronghold on Italian domestic soccer has shown no signs of coming to an end. Max Allegri’s side look likely to add to their seven successive Serie A titles, sitting nine points clear of Napoli, having dropped just four points thus far.

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