Italian Serie A football club Juventus has extended and expanded its partnership with Mars, with the US food products manufacturer set to receive shirt sponsorship rights for the Turin giant’s women’s team.
Juventus initially teamed up with Mars’ M&M’s confectionary brand in September 2017 and the deal has now been extended until 2021.
Under the agreement, M&M’s will receive front of shirt exposure for the women’s team in league and Coppa Italia matches. The M&M’s brand will be placed below that of main shirt sponsor, US automotive manufacturer Jeep.
Giorgio Ricci, Juventus’ chief revenue officer, said: “Mars is a global brand that has embraced the Juventus Women project, confirming their commitment, like us into the innovations that the football world presents. This is why, together with Jeep, M&M’s will appear on the shirt of the women’s first team.”