Azimut branding will be present on the left sleeve of all Juventus matchday kits for the remainder of the 2024-25 campaign. (Jonathan Moscrop/Getty Images)

Italian soccer giants Juventus have announced a new partnership with asset and wealth management firm Azimut, which becomes the team’s new sleeve sponsor.

Azimut branding will be present on the left sleeve of all Juventus matchday kits for the remainder of the 2024-25 campaign, appearing in the domestic top-flight Serie A, Coppa Italia knockout competition, the elite UEFA Champions League continental competition, and the revamped (and controversial) global FIFA Club World Cup.

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Furthermore, Azimut will also gain branding presence on pitchside LED hoardings at the club’s 41,507-capacity Allianz Stadium home during Serie A and Coppa Italia fixtures.

A portion of the partnership will also be dedicated toward the promotion of Azimut’s youth-orient investment platform BeeWise, which will activate the partnership with the club to grow its user base and recognition among fans.

The Turin-based outfit began the season without a sleeve partner after their deal with cryptocurrency exchange platform Zondacrypto expired at the end of the 2023-24 campaign.

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Another cryptocurrency firm, Bitget, had acted as Juventus' sleeve partner through the 2021-22 and 2022-23 seasons.

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Juventus managing director for revenue and international relationships Francesco Calvo cited Azimut’s “strong international presence” and its industry leadership within Italy as the driving forces behind the partnership.

The partnership will be inaugurated with Juventus' fixture against Lazio on Saturday.

Elsewhere in Serie A, fellow top-flight side Hellas Verona has brought in Formula Coach as its latest partner for the 2024-25 season.

The branding from the human resources-focused training and business consultancy firm will appear on the sleeves of Hellas’ pre-match walk-out jumpers through the campaign, as well as on a pitch-side viewing box at the 39,211 Stadio Marcantonio Bentegodi.

Hellas will also leverage its professional services to streamline efficiency, improve performance, and better staff engagement among its employees.

Hellas also this week (October 15) also agreed a commercial partnership with Italian housing utility firm Optima Italia.