Juventus have announced a new three-year sleeve sponsorship deal with cryptocurrency exchange WhiteBit, further strengthening their ties to the crypto sector. The agreement makes WhiteBit the official crypto exchange partner of the Serie A club, with its logo to appear on the men's first team jerseys.

The deal, reportedly worth E5 million per season, includes exclusive digital content and joint initiatives designed to engage fans. WhiteBit takes over from asset management firm Azimut, which held the sleeve rights briefly following earlier crypto sponsors Bitget and Zondacrypto.

The partnership marks another strategic push by Juventus into the digital asset space. Earlier this year, crypto firm Tether increased its ownership stake in the club by over ten percent.

WhiteBit, meanwhile, has expanded its footprint in football through a partnership with Barcelona and was among the top ten crypto sponsors globally last season.