Juventus keep Cygames on shirt as digital entertainment partnership reaches decade mark
Juventus have extended their Cygames partnership until 2027, keeping one of the club’s longest-running sponsors on the back of the men’s first-team shirt.
Juventus have renewed their partnership with Cygames until 2027, extending a commercial relationship that began in 2017 and has become one of the club’s longest-standing sponsorships.The Japanese gaming company’s logo will remain on the back of the men’s first-team shirt throughout the 2026/27 season.Juventus said: “The partnership between the club and the Japanese entertainment company began in 2017 and has become one of the longest-standing commercial partnerships in the club’s history.”The renewal maintains Cygames’ visibility across Serie A, domestic cup matches and European coverage involving Juventus.Back-of-shirt inventory gives the company a recurring broadcast and media asset while linking the brand to one of Italy’s most internationally recognised clubs.The agreement also strengthens Juventus’ commercial ties to Japan and the wider Asian digital entertainment market, where Cygames operates across mobile gaming, animation and multimedia content.Cygames said the one-year sponsorship period will begin in July 2026 and run until the end of June 2027.The company has used sport as part of a broader brand-building strategy, with partnerships across football and other international properties.Its sports sponsorship activity is designed to increase recognition beyond gaming audiences while associating the company with teams and events that have global reach.The renewal comes as Juventus continue to rebuild their commercial platform across shirt, technical and digital categories.The club have recently secured major long-term kit and sponsorship agreements, giving them greater commercial visibility after several financially challenging seasons.The continuation with Cygames provides stability in a secondary shirt position while allowing Juventus to maintain a partner with established knowledge of the club’s brand and international fan base.The partnership will now run through the 2026/27 campaign, taking the Juventus-Cygames relationship to its tenth year.