Serie A Live : Juventus signs back sponsorship deal with Cygames

Serie A defending champion Juventus and Japanese video game company Cygames are back together. 

After two years studded with success, the Japanese company, leader in the video games sector, will in fact be a partner of the club again and its brand will appear on the back of the First Team Men’s match day shirts.

“With Cygames we have experienced exhilarating moments – underlines Giorgio Ricci, Chief Revenue Officer of Juventus – marked by prestigious victories, and now we are back on the path towards new goals. The fact that the partnership resumes today, after difficult months like the last, is a further sign of how strong the synergy between the two brands is, which share the momentum, energy, a strong desire to start again, and who look towards the future with positivity.”

Juventus signs back sponsorship deal with Cygames

Cygames has restarted its back-of-shirt sponsorship with Juventus after a one-year hiatus last season. Cygames earlier stuck a three year deal for the shirt rights from 2017 to 2019. They were replaced by rival brand Konami who became Juventus’s official video game partner and licensing partner for the Pro Evolution Soccer Game. 

The club’s back-of-shirt rights went unsold for most of the 2019-20 season, but the Cygames logo returned this week to emblazon the shirt  for the away match against AC Milan.

Cygames is understood to have paid between €5m ($5.6m) and €6m per season during its earlier deal – the first time Juventus had sold the back-of-shirt rights – and now sits alongside Konami on the Juventus roster.

Juventus revenues reach $112 million just for the kit sponsorships
According to Gazzetta dello Sport, the deal brings Juve’s sponsorship revenue from their kit alone to more than €100 million (US$112 million) annually. The Serie A club’s technical partnership with German sportswear brand Adidas is worth €51 million (US$57 million) per season, whilst automotive brand Jeep pays €42 million (US$47 million) for its main sponsorship position.