Tether buys minority stake in Italian giant Juventus FC

Stablecoin issuer Tether has invested in Juventus Football Club as the firm expands beyond digital payments, Bitcoin, and AI.

Tether, the company behind the $140 billion stablecoin (USDT), announced that it has acquired a minority stake in Italian football giant Juventus FC. The investment aims to diversify the crypto titan’s portfolio in 2025 and integrate digital assets into everyday life through sports, according to a press statement.

Aligned with our strategic investment in Juve, Tether will be a pioneer in merging new technologies, such as digital assets, AI, and biotech, with the well-established sports industry to drive change globally.

Paolo Ardoino, Tether CEO

Last year, the stablecoin firm became the sole kit sponsor for FC Lugano through its Plan ₿ in collaboration with the Swiss city. “We will explore avenues for innovative collaborations and the potential to revolutionize the global sports landscape,” according to Ardoino on Feb. 14.

Crypto firms have increasingly targeted the multi-billion-dollar global sports industry to introduce digital assets to millions of fans worldwide.

An exodus of betting sponsors, particularly among European football clubs, has created an opportunity for crypto businesses to expand their reach and attract new user bases.

Notably, crypto firms aren’t targeting only football institutions. Racing franchises have also been a hotbed for digital asset partnerships.  Also on Feb. 14, Coinbase sealed a Formula 1 sponsorship deal with Aston Martin, funded with Circle’s stablecoin (USDC).