In a move that is turning heads across both finance and sport, Tether, the company behind the world’s largest stablecoin USDT, has become a major shareholder in Juventus Football Club. Rather than a traditional sponsorship, Tether’s involvement marks a deeper step into ownership of one of Europe’s most iconic football institutions.
From Sponsorship to Shareholding
Tether first announced its minority investment in Juventus in February 2025, surprising many in both industries. By April, the company had increased its holdings to over 10 percent of the club’s issued share capital, giving it around 6 percent of the voting rights.
Today, Tether owns roughly 10.7 percent of Juventus, making it the second-largest shareholder after the Agnelli family’s holding company, Exor NV. Exor confirmed it has not sold any of its own shares. Tether has made it clear that it plans to be an active shareholder, even proposing board candidates and governance changes ahead of Juventus’s November 7, 2025, shareholders’ meeting.
Why Tether Chose Juventus
Tether’s move is not only about publicity. It reflects a broader goal of bridging blockchain and sport. Juventus offers global reach and a passionate fan base, giving Tether a unique platform to demonstrate how digital assets can integrate with mainstream entertainment.
The company says it aims to help Juventus explore blockchain-based fan engagement, digital payments, and loyalty programs. Juventus already has its own fan token (JUV), and with Tether’s expertise, these initiatives could expand into new areas such as crypto ticketing or digital memberships.
Tensions and Opportunities
The partnership has not been without challenges. Juventus, which reported losses of nearly 200 million euros for the 2023–24 season, is planning a 110 million euro capital increase to strengthen its finances. Tether has expressed interest in taking part, but reports suggest the club may limit its involvement, creating some tension between the parties.
Despite that, Tether insists it is a long-term investor that hopes to bring both capital and technological know-how to help modernize club operations. With Juventus working to rebuild financially and structurally, the timing could benefit both sides.
Mixed Reactions from Fans
Reactions among supporters have been mixed. Some welcome the investment as an opportunity for innovation, while others are cautious about a crypto company entering the club’s inner circle. Tether, which has faced scrutiny over the transparency of its reserves, will need to show that its role is to support rather than disrupt Juventus’s heritage.
The Bigger Picture
Tether’s Juventus move follows its involvement with FC Lugano in Switzerland through its Plan ₿ initiative. This time it is not about sponsorship but about ownership and influence. If successful, the model could encourage other blockchain firms to take a similar path, turning crypto companies from sponsors into genuine stakeholders in professional sports.
Final Whistle
For Tether, owning a piece of Juventus is more than an investment. It is a statement of intent that reflects how the worlds of digital finance and football tradition are beginning to overlap. The outcome will show whether this bold experiment can bring long-term value both on and off the pitch.