Tether, the issuer of the world’s largest stablecoin, currently has a 10.7% stake in Juventus, Italy’s iconic football club, worth $149 million. This makes it the football club’s second-largest shareholder. The crypto firm is now pushing for a board seat and eyeing future investments to shape the club’s financial and technological future.
Tether Clings to Juventus FC
In February 2025, Tether quietly acquired an 8.2% stake in Juventus, a club controlled by the Agnelli family through Exor, which owns a 63.8% stake. By April, Tether boosted its stake to 10.7%, overtaking UK fund Lindsell Train. The $149 million investment reflects Tether’s belief in Juventus’ global brand and its potential for tech-driven growth. CEO Paolo Ardoino, a lifelong Juventus fan, sees this as more than a financial move.
Tether claims that it aims to integrate its expertise in blockchain, AI, and biotech with sports, thereby enhancing fan engagement and club operations. The Italian football club, facing a $104 million loss in 2023 and a $407 million debt, needs capital. Tether has signaled readiness to join a proposed $116 million capital raise to stabilize the club and avoid dilution of its shares.
However, tensions have emerged, with Ardoino noting limited communication with Juventus’ management, and the club reportedly viewing Tether’s crypto roots with skepticism. Tether’s broader vision includes diversifying beyond stablecoins, with investments in agriculture, media, and AI, such as its $775 million stake in the video platform Rumble.
Rise in Crypto, Sports Affiliation
Tether’s move is part of a growing trend among crypto firms to dive into sports. In 2024, 26 crypto-sports deals were signed, per CoinGecko. Binance partnered with FC Barcelona for fan tokens, while Coinbase became the NBA’s official crypto exchange. In Europe, Kraken sponsors Tottenham Hotspur, while Zondacrypto backs Italian clubs such as Atalanta and Parma.
Tether itself sponsors FC Lugano’s kits in Switzerland, testing blockchain for fan experiences. These partnerships aim to mainstream digital assets, leveraging the massive audiences of sports. Juventus’ own NFT platform, “J-World,” launched in 2024, aligns with Tether’s blockchain goals, though critics warn of risks tied to crypto’s volatility.
Tether’s ambitions extend beyond its stake in the Italian football club. The firm is pushing for a board seat, possibly nominating Juan Sartori, a Uruguayan businessman with ties to Sunderland and AS Monaco. Tether also plans to deepen its sports footprint, exploring stablecoin payments at Juventus’ Allianz Stadium and innovative fan engagement tools.
