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Juventus extends global deal with Linglong Tire

Juventus celebrate their Serie A win against AC Milan (by Tullio M. Puglia/Getty Images)

Italian Serie A football club Juventus has agreed a three-year extension to its deal with Chinese tyre manufacturer Linglong.

Having first joined forces in February 2018, Linglong will continue to serve as the Turin club’s official global tyre partner until 2022.

Linglong chairman Wang Feng said: “With the help of the huge and passionate global fanbase of the club, Linglong has managed to increase not only its image but also its sales, increasing the number of customers.”

Today’s (Monday’s) announcement continues a busy period for the Serie A champion’s commercial team. Last month, Fiat Chrysler-owned car brand Jeep agreed to pay Juventus an extra €25m ($27.8m) per season, from 2019-20 to 2020-21, to reflect the club’s on-pitch performance and increased global profile.

The rest of the sponsorship agreement, which was previously worth a modest €17m per season, remains unchanged. Jeep will, therefore, pay Juventus about €42m per season until the current contract expires on June 30, 2021.

Juventus also added soft drink giant Coca-Cola to its sponsorship portfolio. Coca-Cola joined in the third tier of Juventus sponsors, following American lager brand Budweiser, which signed a three-year deal earlier in October.