Visit Detroit to Serve as Juventus’ Front of Shirt Partner

Visit Detroit will be featured on the front of shirts for the men’s and women’s teams at Juventus starting next season as part of a partnership with the legendary Serie A club.

Visit Detroit will serve as Juventus’ Principal Destination Partner, becoming the first active convention and visitors bureau to receive front-of-shirt branding for a Serie A club. Additional sponsorship elements will include branding on the media backdrop for Serie A and Coppa Italia matches and LED visibility as a significant component of the game presentation for select matches at the Allianz Stadium, Juventus’ home stadium.

“We couldn’t be more excited to associate Visit Detroit’s brand with Juventus, one of the most popular soccer clubs in the world with an incredibly passionate following,” said Claude Molinari, president and chief executive officer of Visit Detroit. “Detroit’s trajectory is at an all-time high following a record-setting NFL Draft in 2024, along with being a world-class culinary, music, art, architectural and sports destination. There’s never been a better time to visit our region, and this is an incredible platform to elevate our presence across Europe and beyond.”

It is not the first time that Visit Detroit has sponsored an international soccer club. The bureau in June 2024 announced a long-term partnership to become the official U.S. destination partner of Burnley FC, the English club that will play next season in the Premier League and is one of the founding members of the English Football League.

Jeep will also be featured on the Juventus’ kits and be the primary front-of-shirt sponsor for international tournaments. Jeep was previously the primary front-of-shirt partner for Juventus from 2012-2024.

Founded in 1897, Juventus is one of the most popular and awarded football clubs in the world. It enters the weekend fourth in Serie A and has won 36 league titles, 15 Italian Cups and nine Italian Super Cups as well as two Champions Leagues.

“We are proud to announce this prestigious sponsorship with Visit Detroit, which joins us with great enthusiasm.” commented Maurizio Scanavino, Juventus chief executive officer. “We are happy to collaborate with an organization that share with us similar values, including excellence, innovation, and passion for sport. We are ready to embark on this new adventure, working together for mutual growth to achieve new goals and to offer new opportunities for our fans worldwide.”