Tether, the issuer of the USDT stablecoin, has become the second-largest shareholder in Juventus Football Club, holding a 10.7% stake valued at approximately €128 million ($149 million) as of June 25, 2025. This follows an initial 8.2% stake acquired in February 2025, which was increased to 10.12% by April 2025, granting 6.18% of voting rights. Exor NV, the Agnelli family’s investment vehicle, remains the majority shareholder with a 64% stake.
Tether’s investment, made through its venture arm Tether Investments, aims to integrate digital assets, AI, and biotech into the sports industry, with a focus on enhancing fan engagement and financial resilience. CEO Paolo Ardoino, a lifelong Juventus fan, has expressed frustration over limited communication with Juventus and Exor, noting Tether was excluded from a €110 million capital raise despite its willingness to invest further. Ardoino has emphasized a long-term commitment to the club, seeking to modernize its operations and leverage Tether’s $13 billion 2024 profits and $150 billion portfolio.
This marks the first time a major European football club has a crypto company among its top investors. However, Juventus’ board views Tether’s corporate structure as opaque, and regulatory concerns persist due to USDT’s reported use in illicit finance, though Tether claims cooperation with law enforcement. Tether’s emergence as the second-largest shareholder in Juventus Football Club carries significant implications across financial, strategic, regulatory, and cultural dimensions:
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Tether’s €128 million investment (10.7% stake) boosts Juventus’ financial position, potentially stabilizing the club amid European football’s economic challenges. However, Juventus’ €110 million capital raise, which excluded Tether, suggests tensions that could affect future funding strategies. Tether’s $13 billion 2024 profits and $150 billion portfolio position it to inject significant capital into Juventus, potentially reshaping the club’s financial model. This could set a precedent for other crypto firms to invest in major sports franchises, diversifying revenue streams.
Juventus’ share price and market perception may become tied to Tether’s reputation and USDT’s stability. Any volatility in Tether’s operations could impact investor confidence in the club. Tether aims to integrate digital assets, AI, and biotech into Juventus’ operations, potentially revolutionizing fan engagement (e.g., tokenized fan experiences, NFT-based merchandise, or AI-driven analytics). This aligns with broader trends of sports clubs adopting Web3 technologies.
Tether’s global crypto network could expand Juventus’ international fanbase, particularly in crypto-adopting regions like Asia and Latin America, enhancing commercial partnerships and sponsorships. Tether’s CEO Paolo Ardoino has voiced frustration over limited communication with Juventus and Exor. If unresolved, this could hinder strategic alignment, especially given Tether’s minority voting rights (6.18%).
USDT’s reported use in illicit finance raises regulatory red flags. Juventus’ board views Tether’s corporate structure as opaque, which could complicate governance and attract scrutiny from European and U.S. This association may risk Juventus’ reputation if Tether faces legal challenges. European football’s conservative regulatory environment may resist Tether’s crypto-driven initiatives, requiring robust compliance to navigate anti-money laundering (AML) and know-your-customer (KYC) regulations.
As the first major European club with a crypto issuer as a top investor, Juventus could influence regulatory frameworks for crypto investments in sports, potentially prompting UEFA or Italian authorities to establish clearer guidelines. Juventus fans may have mixed feelings. Ardoino’s lifelong fandom lends authenticity, but crypto’s controversial image could alienate traditional supporters wary of commercialization. Successful integration of fan-focused tech (e.g., $10 tokenized voting on club decisions) could win over skeptics.
Tether’s push to modernize Juventus risks clashing with the club’s storied heritage. Balancing innovation with respect for tradition will be critical to maintaining fan loyalty. A successful partnership could inspire other clubs to partner with crypto firms, accelerating the adoption of blockchain in sports. Conversely, failure could deter similar moves, impacting the broader crypto-sports nexus.
Increased financial muscle could enable Juventus to invest in top players and infrastructure, enhancing competitiveness in Serie A and the UEFA Champions League. Other Italian and European clubs may seek similar crypto partnerships to keep pace, potentially escalating investment races in football. Tether’s stake in Juventus could transform the club into a pioneer of crypto-driven sports innovation, but it faces risks from regulatory scrutiny, governance tensions, and fan skepticism. The outcome will likely shape the future of crypto investments in global sports.