Jeep® wins “Best Sponsorship or Partnership” at the Global Football Industry Awards 2026
Jeep® and Juventus have won the “Best Sponsorship or Partnership” award at the second edition of the Global Football Industry Awards 2026, the international awards celebrating excellence and innovation in the football industry, held today in London.
The award recognises a collaboration launched in 2012 and recently extended through 2028, which has become one of the longest-running and most instantly recognisable commercial partnerships in European football. Over time, the relationship has moved beyond the boundaries of a traditional shirt sponsorship, evolving into an international strategic platform and a distinctive element of both brands’ identities.
From the outset, the partnership has been rooted in a strong alignment of values. Jeep and Juventus share a mindset built on performance, ambition, resilience and the determination to keep pushing beyond limits. They are also united by their connection to Turin, a city where an extraordinary football heritage meets an automotive history recognised around the world. It was in Turin that the Avenger and Compass SUVs were designed.
More than a decade together
Over the years, Jeep has become an integral part of the Juventus ecosystem, supporting the Men’s and Women’s First Teams as well as Juventus Next Gen, while developing a wide-ranging programme of activities around the partnership. Their shared journey has also seen Juventus secure 35 trophies, while the sponsorship has been activated through international campaigns, digital and social content, player-led initiatives, matchday experiences, hospitality, PR and B2B activities.
The ability to continually reinvent itself has been one of the defining features of the collaboration. One example is the 2022/23 jersey, which reinterpreted the Jeep logo with a lightning-inspired graphic to reflect the brand’s electrification journey. Likewise, the Juventus Summer Tour powered by Jeep has taken the partnership to key international markets, from the United States and Canada to Indonesia, South Korea, China, Hong Kong and Australia.
This ability to evolve while maintaining strong strategic consistency has transformed the sponsorship into a powerful storytelling platform, creating new opportunities for Jeep to connect with an international community of enthusiasts.
A partnership that creates value
Alongside its creative and values-led dimension, the partnership has delivered tangible results. Over time, Jeep’s presence in Juventus-related content has helped extend the reach of the collaboration well beyond matchday, turning it into an ongoing communications platform capable of engaging a broad audience.
The collaboration has also helped strengthen awareness and perceptions of Jeep among Juventus fans, creating new opportunities for audiences to engage with the brand and reinforcing its relevance within the Club’s community.
The partnership also forms part of Jeep’s broader growth and consolidation journey in Europe, accompanying an important phase in the brand’s evolution and market development.
The “Best Sponsorship or Partnership” award therefore recognises a project that demonstrates how a long-term sports partnership can continue to create value when it is consistently fuelled by new ideas, content and forms of engagement.
Jeep and Juventus continue to move in the same direction: two brands with strong identities, united by the determination to overcome every challenge and the drive to keep going beyond, together.
“This recognition celebrates the enduring partnership between Jeep and Juventus, built since 2012 on shared values and a commitment to evolving together. Its renewal through 2028 reflects our ambition to continue this journey and engage our communities in new ways.” said Elena Cortesi, Head of Marketing and Communications Jeep Enlarged Europe.
Jeep® wins “Best Sponsorship or Partnership” at the Global Football Industry Awards 2026
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