Jeep’s New Pitch: Sponsoring Italy’s Juventus Soccer Club
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Soccer enthusiasts have been trying to win over American fans for decades—without much success—but they can perhaps take heart in knowing they’ve convinced American automakers to support the sport: Not only has Chevrolet signed on to sponsor Manchester United, one of England’s top teams, but Jeep has gotten into the game as well, with a three-year deal with Italy’s Juventus club. The new partnership was actually announced in April, but it’s getting renewed buzz now thanks to both the Chevy situation and the recent public unveiling of Juventus’ new Jeep-branded jerseys.
On the odd chance you’re not already a member of the club’s global fanbase—Juventus claims some 295 million followers around the world—it’s one of the most storied teams in Italian football, with a tradition that stretches back to its founding in 1897. Juventus’ long list of accomplishments includes 28 league championships and nine victories in the Italy Cup, with the club winning both again last season, and team members have played key roles in all three of Italy’s World Cup crowns. Perhaps more pertinent here, however, may be the fact that Juventus is run by Italy’s Agnelli family, which also controls Fiat-Chrysler, which owns the Jeep brand.