Juventus FC: Save the Children (NGO) displayed on shirts in the absence of a main shirt sponsor

Juventus FC is displaying the British child protection NGO Save the Children on the main shirt sponsorship space on its men's (Serie A Enilive) and women's (Serie A Femminile eBay) teams, announced the club on 19/08/2024. The association's logo appeared for the first time on the front of Turin's shirts on Matchday 1 of Serie A 2024-25 (a 3-0 victory over Como 1907), the same day.

The Italian club has not had a main shirt sponsor for its men's team since its agreement with car manufacturer Jeep (Fiat Chrysler Automobiles) expired at the end of the 2023-24 season. The deal was worth an estimated €45m a year, plus a variable component based on sporting results. Regarding the women's team, Jeep was replaced by the Italian media company FEM at the start of the 2023-24 season, under an agreement that was not renewed beyond that date.

Juventus and the NGO have been working together since 2018. "Juventus, in keeping with its name ("youth" in Latin), dedicates the focus of its strategy, both sporting and social, to young people, through initiatives that support their education, growth and…