Juventus and Jeep: How 12 years of sponsorship created sales models and brand prestige

The sponsorship agreement between Juventus Football Club and Jeep, which lasted 12 years and ended on June 30, 2024, has become one of the most notable partnerships in sports marketing. In Episode 4 of our SponsorScan series, we delve into the history of this sponsorship, its various renewals, the marketing campaigns launched, and the impact of the partnership on both Juventus and Jeep.

Company profile: Jeep

Jeep is an American automotive brand specializing in sport utility vehicles (SUVs) and off-road vehicles. Established in 1941, Jeep has built a reputation for its rugged, durable vehicles designed for both urban and off-road adventures. The brand is known for its distinctive style and strong off-road capabilities.

• Headquarters: Auburn Hills, Michigan, USA
• Parent company: Stellantis N.V. (formerly Fiat Chrysler Automobiles)

Jeep’s product lineup includes a range of models from compact SUVs like the Jeep Compass to larger off-road vehicles such as the Jeep Wrangler. The brand is renowned for its innovative technology, exceptional performance, and strong heritage. Jeep’s vehicles are marketed worldwide, with significant presence in the North American, European, and Asian markets.

Acquisitions and sales:

• Fiat Chrysler Automobiles (FCA): In January 2021, Fiat Chrysler Automobiles (FCA), the parent company of Jeep, merged with PSA Group (Peugeot Société Anonyme) to form Stellantis N.V. This merger aimed to create one of the world’s largest automotive groups, with Jeep continuing as a key brand under the new Stellantis umbrella.
  
• Stellantis N.V.: As part of Stellantis, Jeep benefits from an extensive global reach and significant resources for research and development. Stellantis’s focus on innovation and sustainability is expected to further enhance Jeep’s market position and product offerings.
  
• Sales performance: Jeep has consistently performed well in global markets. In 2023, Jeep sold approximately 1.2 million vehicles worldwide, marking a 7% increase compared to the previous year. The Jeep Wrangler and Jeep Grand Cherokee remain top sellers, with strong demand across North America and Europe. The brand’s emphasis on off-road capability and rugged design continues to resonate with consumers, contributing to its robust sales performance.
  
• Market expansion: Jeep has been expanding its market presence in Asia, with increasing sales in countries like China and India. The brand’s strategic focus on introducing new models and enhancing its dealer network in these regions aims to capture a larger share of the growing SUV market.

Initial agreement and terms

Date of signing: July 1, 2012
Duration: Initially 3 years
Value: Estimated at €8 million annually

In July 2012, Jeep entered into a sponsorship agreement with Juventus. The deal, valued at approximately €8 million per year, positioned Jeep as the club’s primary shirt sponsor, marking a significant step in both brands’ marketing strategies. This initial contract lasted three years, during which Jeep’s logo appeared prominently on Juventus’ jerseys.

Renewal and expansion of the partnership:

First renewal: July 1, 2015
Duration: 3 years
Value: Estimated at €12 million annually

The first renewal of the sponsorship agreement took effect on July 1, 2015. The revised deal increased the annual value to approximately €12 million. This extension further solidified Jeep’s position as Juventus’ primary sponsor, enhancing its visibility both in Italy and globally.

Second renewal: July 1, 2018
Duration: 4 years
Value: Estimated at €17 million annually

On July 1, 2018, Jeep renewed its sponsorship agreement with Juventus for another four years, with an estimated annual value of €17 million.

Third renewal: July 1, 2022
Duration: 3 years
Value: Estimated at €20 million annually

The most recent renewal, effective from July 1, 2022, extended the partnership for three years at an increased annual value of approximately €20 million. This latest agreement underscores the enduring relationship between Jeep and Juventus, highlighting their mutual success and market influence.

Juventus’ sporting achievements

During the course of the partnership, Juventus has achieved significant milestones:

Serie A Titles:

• 2012/13 season: Juventus won the Serie A title, marking the beginning of their dominance in Italian football during Jeep’s sponsorship.
• 2013/14 season: Juventus retained the Serie A title, further solidifying their status as a top team in Italy.
• 2014/15 season: Juventus secured their third consecutive Serie A title.
• 2015/16 season: The club continued their Serie A dominance with another title.
• 2016/17 season: Juventus achieved their fifth consecutive Serie A title.
• 2017/18 season: The team won the Serie A title for the seventh consecutive year.

Coppa Italia Titles:

• 2014/15 season: Juventus won the Coppa Italia, adding to their domestic success.
• 2015/16 season: They repeated their Coppa Italia victory.

UEFA Champions League:

• 2014/15 season: Juventus reached the UEFA Champions League Final but lost to FC Barcelona.

Marketing campaigns and objectives

Throughout the partnership, Jeep and Juventus have launched several high-impact marketing campaigns aimed at enhancing brand visibility and engagement.

1. “Jeep: The Official SUV of Juventus” campaign

Date: 2013
Objective: Position Jeep as a key partner of Juventus, emphasizing the alignment of values between the brands.
The campaign highlighted Jeep’s role as the official SUV partner of Juventus, featuring a series of advertisements that showcased Juventus players interacting with Jeep vehicles. The campaign aimed to connect Jeep’s rugged and dynamic image with Juventus’ winning mentality.

In February 2013, Jeep organized a video shoot featuring eight champions from the Juventus team. The video was presented to the audience with the slogan: “Nothing can stop them.”

In July 2013, Juventus participated in the prestigious Guinness International Champions Cup during the “Jeep US Tour 2013” in the United States.

Jeep played a key role throughout the team’s preseason preparation, arranging a series of exciting events during their stay in the USA. Jeep also organized enjoyable entertainment for journalists covering the team’s preseason training.

On August 5, 2014, as part of the collaboration between Juventus and Jeep, a presentation of the brand-new Cherokee model for the Indonesian market took place. Leonardo Bonucci and Giorgio Chiellini were among the 200 attendees at the ceremony held at the team’s base in Jakarta. They joined representatives from Jeep Indonesia, Ahmad Rievu M. Alhabsi, and Muhammad Al Abdullah, for a splendid unveiling.

2. “Jeep’s Juventus Fan Experience”

Date: 2015
Objective: Engage Juventus fans and create memorable experiences.
This campaign included exclusive fan events, such as meet-and-greets with players and behind-the-scenes tours of Juventus’ facilities. Jeep used these events to strengthen its relationship with fans and enhance brand loyalty.

On August 6, 2015, Juventus received an incredible reception from their Chinese fans during a Meet & Greet event organized by Official Sponsor Jeep in Shanghai.

In January 2016, Juventus and Jeep provided off-field entertainment for fans in the form of a new video titled “Ballnado,” based on the shared slogan of Juventus and Jeep: “Where others stop, we begin to play.”

The video, created by Leo Burnett in collaboration with Independent Ideas and directed by Laszlo Kadar from the creative agency Jo!Schmid, features Dybala, Paul Pogba, Andrea Barzagli, and Leonardo Bonucci driving Jeep Renegade, Cherokee, Grand Cherokee, and Wrangler models through the desert.

In July 2016, Juventus embarked on a preseason tour in Melbourne as part of the Juventus Jeep Tour 2016. Under the guidance of Massimiliano Allegri, the team had an eventful two weeks, playing against Melbourne Victory, Tottenham Hotspur, and South China, with the final match taking place in Hong Kong.

It became a tradition that in every city, Jeep ensured that local fans could get closer to and interact with the Italian giant, leaving them with pleasant memories of the encounter.

Stars of the Bianconeri, Paulo Dybala and Hernanes, traded the football for Australian Rules Football with the help of Jay, Jeep, and the Richmond Football Club, creating an interesting collaboration during the tour in Melbourne.

In 2016, the fifth anniversary of the partnership between the “Old Lady” and the automaker, whose name appears on the club’s jersey, was celebrated. Even the Juventus Stadium became a venue to celebrate Jeep’s 75th anniversary a few weeks ago, marked by an unforgettable light show before the match.

3. “Jeep Champions League Drive”

Date: 2017
Objective: Leverage Juventus’ participation in the UEFA Champions League to boost brand visibility.
The campaign featured a special edition Jeep vehicle, branded with Juventus’ colors and logos. This initiative aimed to capitalize on Juventus’ European success and attract attention from a global audience.

4. “Jeep and Juventus: United in Victory”

Date: 2020
Objective: Celebrate Juventus’ achievements and promote Jeep’s latest models.
This campaign showcased Juventus’ victories and Jeep’s latest vehicle lineup. It included digital advertisements, social media promotions, and television spots, reinforcing the connection between Juventus’ success and Jeep’s brand identity.

In the 2019/2020 season, Jeep launched an interesting project called “Player on the Road with Jeep.” In one episode, Leonardo Bonucci discusses his father’s life, the origin of his famous celebratory gestures, and his biggest regret. He also reveals what he truly thinks about being a top-class defender.

In November 2022, on the occasion of the big match against Inter, Juventus took the field in a special jersey to mark the launch of the new Jeep Avenger model, an electric vehicle recently unveiled at the Paris Motor Show. The jersey prominently featured the “Jeep Avenger” inscription.

Impact of star player signings on Jeep’s brand

Increased jersey sales:

Juventus’ high-profile signings have had a direct impact on jersey sales, contributing significantly to revenue. For instance, the acquisition of Cristiano Ronaldo in July 2018 led to a substantial increase in shirt sales. Juventus reported selling over 500,000 Ronaldo jerseys in the first 24 hours following the announcement, generating an estimated €60 million in revenue. This surge in jersey sales not only boosted Juventus’ financials but also amplified Jeep’s brand visibility through Ronaldo’s global fanbase.

Media coverage:

The arrival of star players like Ronaldo and Paulo Dybala led to increased media coverage for both Juventus and their sponsors. Ronaldo’s transfer, in particular, attracted worldwide media attention, which extended to Jeep due to its prominent branding on Juventus jerseys. This elevated media exposure translated into higher brand recognition and consumer interest for Jeep.

Impact on Jeep’s brand and financial performance

Brand recognition:

The partnership with Juventus has significantly enhanced Jeep’s brand visibility. The association with a successful football club has allowed Jeep to reach a global audience, leveraging Juventus’ extensive fan base and media coverage.

Financial performance:

Jeep has experienced fluctuating sales performance over the years, influenced in part by its 12-year partnership with Juventus. In 2012, Jeep reported global sales of approximately 732,000 vehicles, which grew to 750,000 units by 2013-2014. The brand saw significant increases in sales, reaching 850,000 units in 2015 and 900,000 units by 2016-2017.

A notable peak occurred in 2018-2019 with sales hitting around 1 million units. However, sales declined following 2018, with Jeep recording approximately 950,000 units in 2020-2021 and rebounding to about 1.1 million units in 2022.

By 2023, sales reached approximately 1.2 million units, reflecting ongoing efforts to regain market position. The partnership with Juventus, particularly with high-profile signings like Cristiano Ronaldo in 2018, was a significant factor in the brand’s visibility and contributed to a short-term sales boost.

Despite this, Jeep has faced broader market challenges. Jeep’s market share in the European SUV segment rose from 4.5% in 2012 to 5.8% in 2018 but later settled around 5.4% in 2023. These dynamics highlight both the positive impacts of the Juventus partnership and the broader challenges Jeep has encountered in the automotive market.

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