The deal, the length of which was not disclosed, names Linglong as the official global tyre partner of the Turin-based club.
Giorgio Ricci, Juventus’ co-chief revenue officer and head of global partnerships and corporate revenues, said: “This agreement represents another essential step in Juventus’ strategy to grow in this key market and beyond.”
Linglong Tire chairman Wang Feng added: “We will work together to develop activations dedicated to the numerous fans and consumers present in Asia and the rest of the world while working to improve Linglong’s influence on a global level.”
In other news, Juventus’ cross-city rival Torino has entered into a partnership with Italian coffee brand Segafredo Zanetti.
Segafredo will serve as the club’s official coffee partner as part of the deal, the length of which was not disclosed.
Segafredo coffees will be sold in hospitality areas at the Stadio Olimpico Grande Torino, while the company will also benefit from LED brand exposure, as well as advertising space on stadium screens and in the backdrop of pre- and post-match interviews.