YEREVAN (CoinChapter.com) — Tether, the issuer of USDT, has acquired a minority stake in Juventus Football Club, one of Italy’s top football teams. The club, founded over 125 years ago in Turin, holds a valuation of $2.05 billion, making it the 11th most valuable football club worldwide, according to Forbes.
The Feb․ 14 announcement stated that Tether’s investment is part of its plan to expand stablecoins and digital assets into mainstream industries. The company did not reveal financial details of the deal.
Tether’s Stake in Juventus. Source: Tether official WebJuventus Football Club’s Financial Position
As of May 2024, Juventus reported an annual revenue of $459 million. The club remains a dominant force in Serie A and has a strong international following.
Breakdown of Juventus Football Club’s Valuation Across Match Day, Broadcasting, Commercial, and Brand Revenue. Source: ForbesWith Tether’s investment, the club gains a new backer with financial strength. The stablecoin issuer has shown interest in strategic investments in global sports, aiming to bring digital assets into wider use.
Tether’s Financial Strength and Market Influence
Tether recorded $13 billion in profits in 2024, with its holdings in US Treasury bonds reaching $113 billion. The USDT stablecoin, the world’s largest, has a circulating supply of over $140 billion.
With these reserves, Tether continues expanding its reach beyond cryptocurrency markets, entering sectors such as sports and finance.
Crypto and Football Partnerships Increase
Crypto sports partnerships have grown significantly in recent years. CoinGecko reported that 2024 saw 26 new crypto sports sponsorships, bringing the total to 92 since 2021.
Growth of Crypto Sponsorships in Sports From 2021 to 2024, Comparing New Deals and Existing Partnerships. Source: CoinGeckoCrypto investments in sports continue to grow. Crypto.com sponsored the Crypto.com Showdown, a Las Vegas golf tournament featuring Scottie Scheffler, Rory McIlroy, Brooks Koepka, and Bryson DeChambeau. The event’s $10 million prize was paid in Cronos (CRO) tokens, making it the first golf tournament to award cryptocurrency. Crypto.com also holds deals with Formula 1, UFC, FIFA, and the UEFA Champions League. Meanwhile, Coinbase also partnered with the Golden State Warriors in the NBA. Athletes and fans increasingly engage with digital assets through sports sponsorships, with events integrating crypto payments and branding into mainstream competitions.
Other sports are also seeing crypto partnerships. Gate.io partnered with Red Bull’s Formula 1 team, and in November, Crypto.com sponsored a golf tournament with prizes paid entirely in digital assets.
As crypto companies continue entering the sports industry, Tether’s stake in Juventus Football Club adds to the growing list of investments in football sponsorships and digital assets integration.
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