Jeep and Juventus Win “Best Sponsorship or Partnership” at the Global Football Industry Awards 2026

London, UK – Jeep and Juventus have been honored with the “Best Sponsorship or Partnership” award at the 2026 Global Football Industry Awards, held in London, in recognition of their long-standing collaboration, which has evolved into one of the most prominent commercial partnerships in European football.

Originally launched in 2012 and recently extended through 2028, the partnership has grown beyond traditional shirt sponsorship, establishing itself as an international strategic platform that brings together brand visibility, fan engagement, creativity and shared business value.

At the heart of the collaboration lies a strong alignment of values, including performance, ambition, resilience and the determination to push beyond limits. Both brands also share deep roots in Turin, a city renowned for its rich football heritage and automotive history, where Jeep’s Avenger and Compass SUVs were designed.

More Than a Decade of Shared Success

Throughout more than a decade of collaboration, Jeep has become an integral part of the Juventus ecosystem, supporting the Men’s and Women’s First Teams, as well as Juventus Next Gen, while developing a wide range of joint initiatives.

During this period, Juventus secured 35 trophies, while the partnership expanded through international marketing campaigns, digital and social media content, player-focused initiatives, matchday experiences, hospitality programmes, public relations and business-to-business activities.

Innovation and the ability to adapt have remained key pillars of the collaboration. A notable example was the 2022/23 Juventus jersey, which featured a reimagined Jeep logo incorporating lightning-inspired graphics to reflect the brand’s transition towards electrification.

The partnership has also reached international audiences through the Juventus Summer Tour powered by Jeep, visiting major markets including the United States, Canada, Indonesia, South Korea, China, Hong Kong and Australia.

By continuously introducing fresh ideas and creative activations while maintaining a consistent strategic vision, Jeep and Juventus have transformed their sponsorship into a powerful storytelling platform, strengthening their connection with football fans and automotive enthusiasts worldwide.

Delivering Long-Term Value for Both Brands

jeep-wins-best-sponsorship-or-partnership-at-the-global-football-industry-awards-2026 1 Beyond its creative dimension and shared values, the partnership has generated tangible benefits for both brands. Jeep’s presence across Juventus-related content has extended the collaboration’s reach beyond matchdays, turning it into an ongoing communications platform capable of engaging audiences throughout the year.

The collaboration has also contributed to strengthening brand awareness and enhancing Jeep’s image among Juventus supporters, creating new opportunities for interaction and reinforcing its position within the club’s international fan community.

Furthermore, the partnership has supported Jeep’s broader growth and expansion strategy across Europe, accompanying a significant period of transformation and market development for the brand.

The “Best Sponsorship or Partnership” award highlights how long-term sports collaborations can continue to deliver meaningful value through innovation, compelling content and evolving forms of audience engagement.

Commenting on the recognition, Xavier Peugeot, Head of Jeep Brand Europe, said: “This recognition celebrates the enduring partnership between Jeep and Juventus, built since 2012 on shared values and a commitment to evolving together. Its renewal through 2028 reflects our ambition to continue this journey and engage our communities in new ways.”

With their partnership now secured through 2028, Jeep and Juventus remain united by their shared ambition, strong identities and determination to overcome challenges, continuing to push boundaries together.