Cryptocurrency giant Tether has increased its ownership stake in Juventus Football Club to more than 10%, the company announced on Thursday, deepening its involvement in one of Europe’s most iconic football institutions.
The move comes just months after Tether, the world’s fourth-largest crypto firm by market capitalization, made its initial investment in February. Juventus, Italy’s most popular and successful club, is majority-owned by the Agnelli family through their holding company, Exor.
According to Tether’s latest filing, the expanded stake now gives the company 6.18% of voting rights in the club.
In a statement, Tether described the investment as a show of confidence in Juventus’ long-term potential. “The investment reflects Tether’s long-term commitment to Juventus’ future and its confidence in the club’s intrinsic value and growth potential,” the company said.
The increased stake is seen as part of Tether’s broader strategy to diversify its portfolio and establish deeper ties with legacy institutions beyond the digital asset space. Juventus, with its global fan base and rich sporting history, presents an attractive platform for visibility and brand alignment.
While details of future collaborations between the club and the crypto firm have not been disclosed, industry observers say the partnership could lead to greater integration of blockchain technology and digital payments within the sports sector — including fan tokens, ticketing, and merchandise solutions.
Tether’s growing presence in football mirrors a wider trend of crypto companies investing in sports franchises and leagues to expand reach and legitimacy in mainstream markets.
