Jeep-Juventus Partnership Wins 2026 Football Industry Award
Jeep and Juventus have won the Best Sponsorship or Partnership award at the 2026 Global Football Industry Awards, giving one of Europe’s longest-running automotive-football tie-ups a new industry honor.
The awards organizer’s winners list confirms that Jeep and Juventus took the category ahead of the other finalists. The ceremony was held in London on November 5, while Jeep announced the result on November 6.
This is a car-culture and brand-business story rather than a vehicle launch. The award recognizes a commercial relationship that began in 2012, putting Jeep’s name in front of football audiences through match jerseys, tours, digital campaigns and fan events.
A partnership that reaches beyond a shirt logo
Jeep says the program now supports Juventus’s men’s and women’s first teams as well as the Next Gen side. Activations have included player-led content, hospitality, matchday experiences and summer tours in markets including the United States, Canada, China, South Korea, Indonesia and Australia.
One notable example came in the 2022/23 season, when the Jeep wordmark on a Juventus jersey was reworked with a lightning-style graphic tied to the automaker’s electrification messaging. More recently, Jeep used Allianz Stadium for a promotion involving the updated Avenger SUV.
Those campaigns help explain why the partnership fits the Car Culture category: Jeep is using football not simply as advertising space, but as a way to connect the brand with a global fan community. That is distinct from the product-focused work represented by the Jeep Wrangler Scrambler SRT concept shown at SEMA.
The current Jeep deal carries a €69 million fixed fee
The award announcement describes the relationship as renewed through 2028 but does not include the commercial terms. Juventus disclosed those details when it announced the current sponsorship agreement in May 2025.
According to Juventus’s official filing, its agreement with Stellantis Europe runs through June 30, 2028 and carries a fixed total fee of €69 million. The schedule assigns €4 million to the remaining part of the 2024/25 season, €19 million to 2025/26 and €23 million to each of the following two seasons.
The filing also allows what Juventus called moderate reductions if the club does not participate in UEFA competitions. Jeep is listed as the main match-jersey sponsor for the men’s first team, women’s team and Next Gen across domestic, UEFA and FIFA competitions covered by the agreement.
For domestic competitions, Juventus’s separate announcement says Jeep shares front-of-shirt space with Visit Detroit. Jeep remains the primary front-of-shirt sponsor in international competitions.
What the award establishes—and what it does not
The recognition establishes that the event’s judges selected the Jeep-Juventus program as the category winner. It does not independently prove that the sponsorship increased Jeep vehicle sales, generated a particular return on investment or changed consumers’ view of the brand.
Jeep says the relationship has strengthened awareness and engagement among Juventus supporters, but its November 6 release provides no audience totals, sales attribution, brand-lift study or financial return data. Those claims should therefore be read as the company’s assessment rather than independently measured results.
Jeep also notes that Juventus teams won 35 trophies during the shared period. That figure describes the sporting record while the sponsorship was active; it does not show that the partnership caused those results.
Why the award matters for Jeep
Automakers routinely spend on sports sponsorships, but long relationships can be difficult to keep culturally relevant. The Jeep-Juventus program has lasted through changes in vehicle technology, media habits and the club’s competitive cycle, while moving into social campaigns, international tours and event-based vehicle promotion.
The 2026 award gives Jeep a third-party recognition it can use while the current deal enters its final two contracted seasons. The disclosed €69 million commitment also shows that this is a substantial European brand platform, not a one-off marketing stunt.
Neither Jeep nor Juventus announced a further extension beyond June 2028. Any continuation after that date remains unconfirmed.
Featured image: Illustrative football-stadium scene; not Juventus’s stadium and not the 2026 award ceremony. Photo by Mario Klassen via Unsplash.