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Juventus buoyed by €103m Allianz extension to 2030

(Photo by Tullio M. Puglia/Getty Images)

Italian football giants Juventus have expanded and extended their naming rights and sponsorship contract with global financial services company Allianz.

The new deal is worth €103.1m ($112m) over seven years, running from the 2023-24 season until the end of the 2029-30 campaign. Juventus said that the sum is in addition to the value of the existing agreements.

It adds visibility on the front of the training jerseys of the club’s first team and sponsorship of the women’s side to the stadium naming rights deal.

The extension develops the initial six-year agreement which saw the Juventus Stadium renamed as the Allianz Stadium in a deal signed in 2017. The 41,507-seat stadium had been without a naming rights sponsor since its inauguration in 2011. The deal with Allianz ended the long search for a naming rights sponsor by the Lagardère Sports agency.

Giorgio Ricci, Juventus’ chief revenue officer, said: “This agreement, which defines a wider perimeter of rights, will be visible every day on the training field and during match days, and it will also allow us to say with certainty that our stadium will be an Allianz venue until 30 June 2030.”

The Serie A title holders’ sponsorship portfolio is headlined by main shirt sponsor Jeep and its kit supply agreement is with sports apparel giants adidas. The portfolio can be viewed in its entirety on SportBusiness Soccer, including details of value and duration.

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For Allianz, the renewal supports an extensive presence in football and wider sports. It also holds the stadium naming rights to Munich’s Allianz Arena, Sydney’s Allianz Stadium, Nice’s Allianz Riviera, Allianz Parque in São Paulo and Allianz Stadion in Vienna.

The company does look set to drop its name from London’s Allianz Park, however. It has been reported that its £2m (€2.4m/$2.6m)-per-season deal with rugby union’s Saracens is to be terminated at end of the 2019-20 season because of the salary cap scandal which the club has been embroiled in.