Juve-Allianz in bumper naming rights deal


Juventus Turin and Allianz Image: Juventus Turin

The Italian professional association football club – Juventus – has initialled on a new deal for extending the naming rights of its home ground – Allianz Stadium – in the Vallette borough of Turin, Italy, which opened in 2011.

The agreement with the insurance industry giant Allianz includes visibility on the first team training kit, as well as some sponsorship rights in the women’s sector. The partnership has been extended until 2030 in a deal said to be worth $112 million.

A statement on the club’s official site read as such, “Juventus Football Club S.p.A. has reached a sponsorship agreement with Allianz S.p.A. for the visibility, starting from this current financial year, on the First Team training kit, some sponsorship rights related to the women’s sector, as well as the extension of the Allianz Stadium’s naming rights for seven sporting seasons, commencing from July 1, 2023 until June 30, 2030. The total agreement consideration is €103.1 million to be added on top of the existing agreements.”

Juventus revealed that the new contract with the German insurance group was worth “103.1 million euros ($112.14 million) to be added on top of the existing agreements”.

Back in 2017, the company inked a six-year agreement with the Juve for the naming rights of the 41,000-seater stadium which runs till 2023, and the partnership has grown from strength to strength over the years.

Giorgio Ricci, Juventus’ Chief Revenue Officer, stated, “We are very happy to have expanded our partnership with Allianz, one of the most active global brands in the professional sport industry. 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 June 30, 2030.”

The total agreement consideration is €103.1 million to be added on top of the existing deals.

Giacomo Campora, CEO of Allianz S.p.A., added, “As of today, our partnership with Juventus has become even more solid, lasting and relevant at a national and international level. Not only have we extended the naming rights agreement with this top football club for the Allianz Stadium until 2030, but we have identified numerous additional sponsorship solutions that will associate the Allianz brand to the First Team, as well as making an important commitment with the club’s women’s sector.”

Though no official price tag has been given, however, media reports stated that the insurer spent $81.5million for the 2017 naming rights deal. This made it the most expensive naming rights deal in Italy and one of the most expensive sign-offs ever made by the insurance major, even if not among the longest. The contract also included significant benefits for international sports right marketing agency Sportfive-Lagardere, who helped in reaching the deal. They received $16.3million in total, paid in five annual payments of $3.2 million.

The present bumper deal has been a smooth affair, and it will see the Allianz logo on the Bianconeris’ chests for their warm-ups and training sessions, and this will remain for the next 10 years and will become a permanent feature.

The firm also has its name on sporting venues in cities such as in Munich, Minnesota and Sao Paulo.

The Italian Serie A giants are hoping that the deal will help them to earn laurels on the pitch too just as much off it.

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