Crypto: Tether Signs A Historic Partnership With Juventus

The issuer of the world’s largest stablecoin, Tether, has just acquired a minority stake in the prestigious Italian club Juventus. This announcement marks a new step in the convergence between the crypto sector and professional sports.

Tether invests in Juventus

Tether has formalized its entry into the capital of Juventus, a centenary club from Turin founded over 125 years ago and a true jewel of European football. Although the financial details of the transaction remain confidential, the investment targets one of the most prestigious franchises in global football.

According to Forbes, Juventus currently ranks 11th among the most valuable football franchises, with an estimated value of $2.05 billion and an annual revenue of $459 million in 2024.

This initiative is part of a broader strategy by Tether, which seeks to promote the adoption of digital assets and cryptocurrency payments through sports. The company, which made $13 billion in profits in 2024, has considerable financial clout with reserves in U.S. Treasury bonds amounting to $113 billion.

The parent company of USDT, whose market capitalization now exceeds $140 billion, is however facing new regulatory challenges. The STABLE Act and GENIUS Act, currently under discussion in the United States under the Trump administration, could thus force Tether to restructure its reserves and potentially sell up to $9 billion in bitcoin.

Professional sports, a new playing field for crypto

The investment in Juventus fits into a broader trend of involvement by crypto companies in sports. According to CoinGecko, 26 new partnerships between the cryptocurrency world and sports were established in 2024, bringing the total to 92 collaborations since 2021.

Recent examples abound: Gate.io partnered with the Red Bull Racing team in Formula 1, Crypto.com secured an exclusive partnership with the UEFA Champions League, and Coinbase reconnected with the NBA through an agreement with the Golden State Warriors. These investments demonstrate the crypto sector’s desire to engage more with the general public through sports entertainment.

In conclusion, Tether’s investment in Juventus marks a new step in the fusion of digital finance and professional sports. A strategic expansion that contrasts with the withdrawal of its stablecoin from the European market, where major exchanges are gradually delisting USDT to comply with the MiCA regulation.