Football Club Splits Sponsorship Kit
Italian football club, Juventus, has come up with a new way to extend the exposure of its jersey sponsors and enhance sponsorship revenue. While most clubs play both home and away games with the same jersey sponsor, Juventus has announced plans to sell two different partners the right to brand, respectively, the home black & white and the second shirt for away games. As a result, both Betclick and the to be named "away" partner will have visibility both in national and international competitions.
Sports betting operator, Betclick, is the first partner the team has secured and will have the right to brand Juventus first jersey (black&white) in all national and international competitions. The second partner is still to be named.
Aside from splitting jersey sponsorship rights, the deal is also interesting because of the Pay for Performance clause that stipulates the sponsorship fee based on the team's on field play.
Juventus will receive an overall base consideration of € 16 million and a variable amount tied to the team's results in national and international competitions.
Juventus Chairman Jean-Claude Blanc had this to say about the deal:
“In a very difficult economic context we have individuated an international partner of high standing in order to enact an innovative commercial strategy by splitting rights between first and second jersey. The agreement signed today is the first of the two “official sponsorship” contracts for the next two football seasons”.