The transmitter of the most important stablecoin in the world, Tether, has just acquired a minority participation in the prestigious Italian club of Juventus. This announcement marks a new step in convergence between the crypto sector and professional sport.
Tether invests in Juventus
Tether formalized his entry to the capital of Juventus, a centenary club in Turin founded over 125 years ago and a real gem of European football. Although the financial details of the transaction remain confidential, the investment targets one of the most prestigious franchises in world football.
According to Forbes, Juventus currently occupies 11th place in the most precious football franchises, with an estimated value of $ 2.05 billion and an annual turnover of $ 459 million in 2024.
This initiative registered In a broader Tether strategy, which seeks to develop the adoption of digital assets and cryptocurrency payments through sport. The company, which made $ 13 billion in profits in 2024, has considerable financial strike force with reserves in US Treasury bonds amounting to $ 113 billion.
The parent company of the USDT, whose capitalization now exceeds $ 140 billion, however faces new regulatory challenges. Stable bills Act and Genius Act, currently under discussion in the United States under the Trump administration, could therefore force TETHER to restructure its reserves and potentially yield to $ 9 billion in Bitcoin.
Professional sport, new crypto playground
Investment in Juventus is part of a broader tendency to involve Crypto companies in sport. According to Coingecko, 26 new partnerships between the world of cryptocurrencies and sport were concluded in 2024, bringing the total to 92 collaborations since 2021.
There is no shortage of recent examples: Gate.io has teamed up with the Red Bull stable in Formula 1, Crypto.com has concluded an exclusive partnership with UEFA Champions League, and Coinbase has returned to the NBA through an agreement With the Golden State Warriors. These investments bear witness to the Crypto sector's desire to get closer to the general public through spectacle sport.
In short, Tether's investment in Juventus marks a new step in the merger between digital finance and professional sport. A strategic expansion which contrasts with the withdrawal of its stablecoin from the European market, where the main exchange platforms gradually delight the USDT to comply with the Mica regulations.
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