Juventus renews its jersey sponsorship with Jeep

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In a contract that will carry the Italian champions $55 million per season through 2023-24, Juventus has renewed its jersey sponsorship with Jeep, the club said Tuesday.

Jeep and brand sponsor Adidas is currently making more than $100 million a season from Juventus. By 2026-27, the German sportswear corporation will pay the club a base rate of 51 million euros ($62 million) per season.

The Jeep extension includes a base fee of EUR 45 million ($55 million) and variable components dependent on sporting outcomes starting in the 2021-22 season, the club said.

Exor, the Agnelli family holding firm, owns Jeep and Juventus.

This agreement stems from the shared happiness, the club said in a statement, of a fruitful relationship that has followed Juventus and Jeep since the sporting season of 2012/2013.

The club announced in October 2019 that Jeep had raised its annual sponsorship to 42 million euros ($51 million) with incentives for 2019-20 and this season, probably 46 million euros ($56 million).

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