Juventus have renewed their long-standing partnership with Japanese gaming and entertainment company Cygames, extending the agreement until June 2027 and reinforcing one of the club’s most enduring commercial relationships.
Under the renewed deal, Cygames will continue as the back-of-shirt partner of the Italian teams’ men’s first team throughout the 2026-27 season. The company’s branding will remain on the back of the club’s match jerseys across Serie A, Coppa Italia and international friendly fixtures, while maintaining a significant presence through advertising and branding assets at Allianz Stadium.
The extension builds on a collaboration that began in 2017 and will mark a decade of partnership by the conclusion of the 2026-27 campaign. Juventus described the renewal as one of the longest-running sponsorship relationships in the club’s commercial portfolio, highlighting a partnership built on shared values of innovation, creativity and global growth.
The agreement also underscores Juventus’ strategy of cultivating long-term relationships with global brands while strengthening its commercial footprint in key international markets, particularly Japan. Beyond traditional sponsorship rights, the partnership has evolved to encompass fan engagement initiatives that connect football with digital entertainment and gaming audiences.
Peter Silverstone, Juventus Chief Business Officer, said, “We are delighted and deeply grateful for the trust that Cygames has continued to place in Juventus and for the support they have shown throughout our partnership. Over the years, we have had the privilege of watching Cygames grow into one of the most respected and successful names in the global entertainment industry.
“The alignment between Cygames’ passion for innovation and Juventus’ philosophy, ‘We Are Youth. Since 1897.’, makes this partnership especially strong. We are excited to continue creating value and new engagement opportunities for Cygames around the world through our global digital ecosystem of almost 200 million followers, 40% of whom are under the age of 24, as well as through the Juventus Creator Lab.
“Partnerships of this longevity are rare. They are built on trust, shared ambition and a commitment to growing together. We are proud that Cygames has chosen to continue this journey with Juventus, and we look forward to working together for many years to come.”
For Cygames, the renewal strengthens its international brand-building strategy by continuing its association with one of European football’s most recognisable clubs. The company, known for hit gaming franchises including Granblue Fantasy, Shadowverse and Umamusume: Pretty Derby, has steadily expanded its presence in global sport through strategic sponsorship investments designed to increase international visibility.
The renewed agreement ensures Cygames will continue to receive year-round exposure across Juventus’ domestic and international competitions, while leveraging the club’s global fanbase and digital platforms to engage audiences beyond traditional football markets. For Juventus, retaining a partner that has remained with the club for nearly a decade reflects the strength of their commercial proposition and their ability to foster lasting relationships with leading international brands.