Tether Emerges as No. 2 Shareholder in European Football Giant Juventus

Tether, the issuer of the world’s most widely used stablecoin USDT, has significantly increased its stake in Italian football giant Juventus FC, now holding over 10% of the club’s issued share capital. The move cements Tether’s status as Juventus’ second-largest shareholder, just behind majority stakeholder Exor, the investment arm of the Agnelli family.

The latest acquisition, carried out through Tether’s investment vehicle, Tether Investments S.A. de C.V., brings its total holdings to 10.12% of Juventus' capital, translating to 6.18% of voting rights. This follows Tether’s initial foray in February 2025, when it purchased an 8.2% stake, equivalent to just over 5% of voting power.

“This investment reflects Tether’s long-term commitment to Juventus’s future and its confidence in the club’s intrinsic value and growth potential,” the company said in a public statement.

This strategic deepening of ties with Juventus positions Tether ahead of London-based investment firm Lindell Train, which owns an 8.7% stake in the Serie A club. Juventus remains under the control of Exor, which holds a 65.4% stake, but Tether’s growing influence signals a new era of institutional crypto involvement in elite sports.

The Juventus stake is part of Tether’s broader strategy to diversify its portfolio. In recent months, Tether has ventured into bitcoin mining, renewable energy infrastructure, AI technologies, and biotech ventures. Its recent collaboration with Bitfinex, Jack Mallers, SoftBank, and Cantor Fitzgerald on launching a Bitcoin-native public company called “Twenty-One” further underscores this push.

As stablecoin issuers like Tether look to evolve into financial powerhouses, sports investments present a gateway into mainstream consumer markets. Juventus offers global brand recognition, a massive fanbase, and consistent commercial opportunities, especially as sports organizations increasingly explore digital engagement through NFTs, tokenized merchandise, and blockchain-based ticketing.

Juventus, Italy’s most successful football club with 36 Serie A titles, has had a mixed run in recent years. Following managerial changes and a period of financial strain, the club is now undergoing restructuring both on and off the pitch. A strategic investor like Tether not only offers capital support but may also accelerate Juventus’ digital transformation initiatives.

According to analysts, the infusion of capital and blockchain expertise could help Juventus expand its global reach through digital fan platforms and potentially explore issuing its own fan tokens or blockchain-based loyalty systems in collaboration with Tether.

Shares of Juventus rose modestly following the announcement, reflecting market optimism about the club’s future direction. Analysts noted that Tether’s long-term approach contrasts with the more speculative plays seen in past crypto-sports sponsorships, signaling a shift toward deeper structural involvement from the digital asset sector.

Tether is not alone in targeting the intersection of sports and digital assets. Other crypto firms like Binance (with Lazio), Socios (with FC Barcelona), and Crypto.com (with FIFA) have also made inroads in global sports. However, Tether’s equity-based approach differs from short-term marketing deals, instead opting for direct governance influence and capital alignment.

The move could set a precedent for how blockchain firms engage with traditional institutions, not just through sponsorships, but through long-term strategic investments. With more sports teams seeking financial stability and global fan engagement, crypto-native firms with large reserves and scalable technologies are increasingly attractive partners.

For now, all eyes will be on how Tether and Juventus deepen their collaboration—and whether this marks the beginning of a new chapter for European football’s financial model.