WhiteBIT to feature on Juventus sleeves in multi-year crypto partnership

WhiteBIT secured a major deal with Juventus as its official crypto exchange and sleeve partner until 2028.

Crypto exchanges are once again partnering with major names in sports. On Monday, June 16, WhiteBIT (WBT), the top European crypto exchange by volume, signed an exclusive partnership with Juventus. Throughout the three-year partnership, the WhiteBIT logo will be visible on the jersey sleeves of the Juventus first men’s team.

The deal will officially start during the FIFA Club World Cup 2025 and continue for the next three seasons until 2028. Juventus CEO Maurizio Scanavino stated that the partnership is natural due to the shared commitment to innovation and excellence that the two firms have.

“We are strictly convinced that this collaboration will offer our fans worldwide lots of new engagement opportunities, leveraging cutting-edge technology to enhance their connection with Juventus,” Maurizio Scanavino, Juventus.

Meanwhile, WhiteBIT founder and CEO Volodymyr Nosov expressed hope that the partnership would make crypto more accessible to fans of the “iconic football club.”

“This partnership marks a major milestone in our mission to make cryptocurrency more accessible to an increasingly wider audience. Together, we’ll create new, tech-driven ways to connect fans with their favourite team,” Volodymyr Nosov, WhiteBIT.

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Crypto sports sponsorships are steadily increasing

Following a hiatus after the FTX crash in 2022, crypto firms are steadily increasing their marketing efforts. Football, thanks to its global appeal, dominated crypto sponsorships in the 2024/25 season, securing 43% of the funds. Formula 1 and basketball followed, with 28% and 18% of the sponsorships, respectively.

Examples of these partnerships include Bitpanda’s deal with Tottenham Hotspur, as well as Crypto.com’s partnership with UEFA. Notably, Crypto.com became UEFA’s first crypto partner of the Champions League, one of the most-watched football events in the world. The partnerships help crypto exchanges gain exposure to a wider audience while supporting major sports organizations.

Read more: Here’s why WhiteBIT’s WBT hit a new all-time high while the crypto market crashed