Visit Detroit, which promotes metro Detroit regionally, nationally, and internationally as a convention, business meeting, and tourism destination, will be featured on the front of Juventus Football Club’s jerseys as part of a new multi-year agreement.
Visit Detroit will serve as Juventus FC’s Principal Destination Partner, becoming the first active convention and visitors bureau to receive front-of-shirt branding for a Serie A club.
An Italian professional football club based in Turin, Juventus FC was founded in 1897. It is one of the most popular and awarded football clubs in the world, and all of the club’s records have been achieved under the ownership of the Agnelli family, who have managed it for 100 years.
Juventus has more than 560 million fans across the globe, including 100 million in Europe, a key market for driving travel and tourism to the Detroit region.
Founded in 1896, Visit Detroit is the world’s first convention and visitors bureau. Last year, the organization welcomed 19 million visitors to southeast Michigan.
“We couldn’t be more excited to associate Visit Detroit’s brand with Juventus,” says Claude Molinari, president and CEO of Visit Detroit. “Detroit’s trajectory is at an all-time high following a record-setting NFL Draft in 2024 (775,000 fans from April 25-27), along with being a world-class culinary, music, art, architectural, and sports destination.”
Visit Detroit’s recently rebranded logo will appear on the Juventus first team men’s, women’s, and Next Gen jerseys in national competitions. Additional sponsorship elements will include branding on the media backdrop for Serie A and Coppa Italia matches, and LED visibility as a significant component of the game presentation for select matches at the Allianz Stadium, Juventus’ home pitch.
“We are proud to announce this prestigious sponsorship with Visit Detroit, which joins us with great enthusiasm,” says Maurizio Scanavino, CEO of Juventus. “We are happy to collaborate with an organization that shares with us similar values, including excellence, innovation, and a passion for sport.”
Visit Detroit is the official concierge to the Detroit region, spanning Wayne, Oakland, and Macomb counties, and markets the region to business and leisure visitors in order to maximize economic impact.
With one of the world’s busiest air transportation hubs, Detroit offers nonstop international flights to more than 140 destinations, including Rome Fiumicino “Leonardo da Vinci” Airport.
Last year, Visit Detroit signed a deal with Burnley FC, a professional football club in Burnley, Lancashire, England, making them the Official U.S. Destination Partner of the Clarets.
Under the global partnership, Visit Detroit is the Clarets’ Official Front of Shirt Partner at The Soccer Tournament (TST) in Cary, N.C., as well as the exclusive Travel Wear Partner for the club as part of a multi-year agreement.
For more information, visit visitdetroit.com/.
