Tether, the company behind the largest stablecoin by market cap, USDT, has announced that it has acquired a minority stake in Juventus.

The latter is the most successful football club in Italy, having won the national Serie A championship a record 36 times. According to some studies, it also has the largest fan base in the country.

This strategic investment allows Tether to integrate its digital assets, payments, and newly acquired expertise in artificial intelligence and biotechnology into the sports industry. The company can also assemble a high-profile advisory team for this initiative.

In addition, acquiring a minority stake in Juve (as the team is called) will allow Tether to advance blockchain technology and the adoption of stablecoins in major sectors such as the world of sports. The deal was announced by CEO Paolo Ardoino:

“In line with our strategic investment in Juve, Tether will pioneer the fusion of emerging technologies such as digital assets, AI, and biotechnology with the established sports industry to drive change on a global scale. We will explore innovative collaborations and the potential to revolutionize the global sports landscape.”

It is important to note that this is not the company’s first engagement with a football team. In 2023, Plan₿, an initiative founded by Tether and the city of Lugano, announced its official jersey sponsorship of FC Lugano , a professional football club that competes in the Swiss Super League.

The company has also partnered with Juan Sartori, whose extensive experience includes collaborations with English football team Sunderland AFC, French club AS Monaco, and the European Club Association.

Cryptocurrency and Italian Football

Juve first got involved with the crypto sector in September 2018, partnering with blockchain platform Socios.com to launch the official Juventus fan token. Last year, it named Zondacrypto as its new sleeve sponsor and official crypto exchange partner, further cementing its presence in the industry.

Other Italian football clubs that have shaken hands with organizations representing the digital asset sector include AC Milan, which signed a sponsorship deal with BitMEX, SSC Napoli, which teamed up with Upbit.

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