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2017
2026
Partner
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Back of kit
Juventus and Cygames Partnership: A Historic Collaboration in Football Sponsorship
On July 20, 2017, Juventus and Japanese video game developer Cygames announced a three-year sponsorship agreement, marking the first time a sponsor’s logo appeared on the back of Juventus jerseys. This partnership spanned the 2017/2018 and 2018/2019 seasons, positioning Cygames as an integral part of Juventus’ international strategy, particularly aimed at penetrating the Japanese and Asian markets.
Founded in 2011 and headquartered in Tokyo, Cygames is a prominent figure in the gaming industry. Known for popular titles such as Rage of Bahamut, Granblue Fantasy, and Shadowverse, the company leveraged this collaboration to expand its brand visibility in Europe.
Debut and Special Occasions
Juventus debuted the Cygames-branded jersey on July 22, 2017, in a friendly match against Barcelona during an international tournament in the United States. The partnership also included innovative promotional efforts, such as a special jersey design to celebrate Juventus’ 120th anniversary in November 2017. The limited-edition kit paid homage to the club’s history and featured a black-stitched Cygames logo, alongside other sponsor logos, as part of the commemorative design.
In December 2017, Cygames organized a grand event at the Allianz Stadium during a Juventus vs. Roma match, showcasing traditional Japanese culture. The festivities included Taiko drum performances, flag displays, and themed decorations, further strengthening cultural ties between the two organizations.
Temporary Suspension and Resumption
During the 2019/2020 season, collaboration between Juventus and Cygames was temporarily suspended due to the global COVID-19 pandemic. However, on July 17, 2020, the partnership was renewed for two additional seasons, running through June 2022. The Cygames logo once again appeared on the back of Juventus jerseys in Serie A, Coppa Italia, and international friendly matches.
Continued Collaboration: 2022-2024
On June 29, 2022, Juventus and Cygames extended their partnership for another two years, solidifying the relationship as one of the longest-running sponsorships in the club’s history. The agreement included logo placements on jerseys and prominent advertising at the Allianz Stadium.
Recent Developments: 2024 Extension
As of June 26, 2024, Juventus and Cygames announced another two-year extension, ensuring the partnership will continue through the 2025/2026 season. This makes Cygames the second-longest-lasting sponsor in Juventus’ history. The collaboration has significantly boosted Cygames’ global presence while supporting Juventus in achieving its international and domestic ambitions.
The Cygames logo will remain on the back of Juventus’ first-team kits for all Serie A, Coppa Italia, and international friendly matches, further cementing the partnership’s legacy.
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