YOKOHAMA backs Juventus to accelerate European growth
Juventus have signed a multi-year sponsorship agreement with YOKOHAMA Tyres, giving the Japanese manufacturer a broad marketing platform across home matches, digital channels and hospitality as it targets further growth in Europe.
Juventus have added YOKOHAMA Tyres to their commercial portfolio as an Official Partner under a new multi-year agreement focused on brand visibility, fan engagement and hospitality.The tyre manufacturer will receive exposure across Juventus home matches, including pitch-side LED advertising and other stadium inventory, alongside activation rights across the club’s digital media ecosystem.Gregorio Borgo, President of Yokohama Europe and Managing Officer of Yokohama Rubber Co., Ltd., said: “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.“In recent years, we have achieved extraordinary growth thanks to continuous investment in our products, our people, the customer experience and our brand positioning.“The partnership with a club of Juventus’ calibre offers us the opportunity to enter the world of elite football alongside one of its most historic and respected institutions.”The agreement also includes supporter engagement and hospitality rights, giving YOKOHAMA consumer-facing and business-to-business opportunities around Juventus throughout the season.YOKOHAMA is positioning the partnership as part of its strategy to strengthen its premium brand status in Europe, using Juventus’ international reach to connect with football audiences across the continent and beyond.Peter Silverstone, Chief Business Officer at Juventus, said: “As a club, we have strong ties with premium brands in the automotive sector, particularly through our long-standing partnership with Jeep, and the arrival of YOKOHAMA further strengthens this prestigious network.”The automotive category carries additional relevance for Juventus because of Turin’s historic links with the industry and the club’s established relationships with automotive brands.Commercially, the deal gives YOKOHAMA recurring exposure through one of Italy’s most internationally recognised sports properties while allowing Juventus to deepen a sponsorship category already embedded within their partner portfolio.The combination of stadium advertising, digital rights, fan activations and hospitality also gives YOKOHAMA several routes to use the partnership beyond conventional brand awareness, including customer engagement and corporate hosting.Financial terms and the exact duration of the agreement were not disclosed, with YOKOHAMA joining Juventus’ global partner network on a multi-year basis.