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Juventus signs Chinese firm as global tyre partner

Italian Serie A football club Juventus has agreed a sponsorship deal with Chinese tyre manufacturer Linglong.

The deal, the length of which was not disclosed, names Linglong as the official global tyre partner of the Turin-based club.

The partnership further cements Juventus’ presence in China and the wider Asian continent. Last June, the club partnered with Chinese mineral water firm Ganten Water, while this season it has signed regional sponsorship deals in Asia with cruise line company Costa Cruises and online betting company F66.com. Japanese video game developer Cygames is also the club’s back-of-shirt sponsor under a deal agreed last summer.

Giorgio Ricci, Juventus’ co-chief revenue officer and head of global partnerships and corporate revenues, said: “This agreement represents another essential step in Juventus’ strategy to grow in this key market and beyond.” 

Linglong Tire chairman Wang Feng added: “We will work together to develop activations dedicated to the numerous fans and consumers present in Asia and the rest of the world while working to improve Linglong’s influence on a global level.”

In other news, Juventus’ cross-city rival Torino has entered into a partnership with Italian coffee brand Segafredo Zanetti.

Segafredo will serve as the club’s official coffee partner as part of the deal, the length of which was not disclosed.

Segafredo coffees will be sold in hospitality areas at the Stadio Olimpico Grande Torino, while the company will also benefit from LED brand exposure, as well as advertising space on stadium screens and in the backdrop of pre- and post-match interviews.