Juventus has announced a new multi-year sponsorship agreement with YOKOHAMA Tyres, with the Japanese tyre manufacturer becoming the club’s new Official Partner.
The partnership brings together two brands that position performance, innovation and continuous improvement at the centre of their strategies. For YOKOHAMA, the agreement provides a high-profile platform to strengthen its brand awareness and premium positioning across Europe, while giving the company access to Juventus’ global fanbase.
As part of the agreement, YOKOHAMA will benefit from a broad marketing platform including pitch-side LED visibility, in-stadium advertising, digital activations, fan engagement initiatives and hospitality opportunities at Juventus’ home matches.
The partnership also strengthens Juventus’ portfolio of relationships with premium brands in the automotive sector. The club said the collaboration reflects the long-standing links between Turin, the automotive industry and Juventus.
“This partnership represents much more than a simple sponsorship. It is a strategic investment in the future of our brand and a strong statement of our ambitions in Europe,” said Gregorio Borgo, President of Yokohama Europe and Managing Officer of Yokohama Rubber Co., Ltd.
He added that partnering with Juventus would allow YOKOHAMA to connect with millions of football fans who share the brand’s values of performance, excellence and the pursuit of success.
Peter Silverstone, Chief Business Officer at Juventus, said the club was delighted to welcome YOKOHAMA to the “Bianconeri family”, describing the company as a respected and influential brand with a shared commitment to excellence, innovation and high performance.
The agreement further expands Juventus’ international commercial network and provides YOKOHAMA with a major football platform as it continues its growth strategy in the European market.
The financial terms and duration of the agreement were not disclosed.