In a move signaling growing interest in sports from the crypto sector, Tether, the company behind the world’s largest stablecoin by market cap, has expanded its stake in Italian football club Juventus to over 10%. The announcement came on Thursday, marking a significant deepening of its involvement with one of Europe’s most iconic football teams.
Tether initially invested in Juventus back in February 2025, making headlines as the crypto industry continued to explore opportunities outside traditional finance. Juventus, one of Italy’s most successful and storied clubs, is primarily owned by the Agnelli family through their investment firm Exor.
According to a press release, Tether’s expanded stake now accounts for over 10% of total shares, translating into 6.18% of voting rights within the club. While this doesn’t grant majority influence, it does secure Tether a notable position in shaping the club’s financial and strategic direction.
“The investment reflects Tether’s long-term commitment to Juventus’ future and its confidence in the club’s intrinsic value and growth potential,” the company said in its statement.
This move is more than just a financial play—it marks the fusion of sports and digital assets, a trend that’s been gaining momentum over recent years. For Juventus, this could mean increased access to digital finance solutions, fan engagement innovations using blockchain technology, and potentially new global partnerships.
Tether’s involvement also reflects a broader strategy of aligning its brand with major lifestyle and entertainment platforms. With football enjoying global popularity, especially in the European and Asian markets, Juventus offers Tether not just visibility but legitimacy in a traditional sector.
While the specifics of the deal were not disclosed, analysts believe this could open doors to blockchain integration within the Juventus fan ecosystem—perhaps through tokenized merchandise, digital collectibles, or even ticketing innovations powered by stablecoins.
This partnership underlines how cryptocurrency firms are moving beyond the fintech bubble and embedding themselves into mainstream industries, using strategic investments to fuel adoption, visibility, and cultural relevance.
As Juventus continues its domestic and European campaigns, fans and investors alike will be watching closely to see how Tether’s involvement unfolds both on and off the pitch.
