Tether, the world’s largest stablecoin issuer, has deepened its foray into mainstream sports by acquiring a minority stake in Juventus Football Club. This move marks a significant step in Tether’s broader strategy to merge digital asset technology with established industries, particularly in the realm of professional sports.
Paolo Ardoino, CEO of Tether, has been vocal about the company’s ambitions at Juventus. Ardoino, a lifelong Juventus supporter, emphasized that the investment is not merely financial but also strategic. He asserted that Tether has the resources to support the club “for the next 2000 years,” underscoring the firm’s long-term commitment and financial strength. Ardoino also hinted at the possibility of Tether seeking a board seat, reflecting a shift from passive investor to active participant in the club’s future direction.
⚡️JUST IN: #Tether has snapped up a 10.7% stake in Juventus, becoming the club’s second-largest shareholder with a €128M investment. ⚽️ pic.twitter.com/BGTBRZMGbI
— Coin Bureau (@coinbureau) June 25, 2025
Tether’s acquisition is part of a larger initiative to expand its portfolio beyond its flagship USDT stablecoin, which boasts a market capitalization exceeding $140 billion. The company aims to integrate blockchain technology, digital payments, artificial intelligence, and biotech into traditional sectors. In sports, this could mean more efficient payment processing, enhanced fan engagement, and streamlined club operations.
The Juventus deal builds on Tether’s previous efforts in sports, such as the Plan ₿ sponsorship of FC Lugano in Switzerland, which demonstrated the company’s intent to advance blockchain adoption in mainstream markets. At Juventus, Tether is assembling an advisory team, including figures with deep experience in European football, to explore innovative collaborations that leverage blockchain, AI, and biotech.
This investment aligns with a growing trend among crypto firms to seek influence in established industries. By combining its technological expertise and financial resources with Juventus’s global brand and operational scale, Tether aims to showcase the practical benefits of blockchain technology in real-world scenarios. As digital assets become more integrated into the sports industry, the partnership between Tether and Juventus could serve as a blueprint for future collaborations between crypto companies and major sports organizations.
In 2025, cryptocurrency exchange Bitget solidified its global presence by forming a regional partnership with MotoGP, sponsoring several Grand Prix events throughout Europe and Southeast Asia.
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