Tether Eyes Sports Expansion with Bid for Juventus Football Club

Tether Holdings SA, the company behind the widely used stablecoin USDT, recently made a formal move to deepen its ties with the sports world by proposing to acquire a controlling stake in Juventus Football Club, one of Italy's most storied soccer teams.

The bid, valued at around 1.1 billion euros, aimed to purchase the majority shares held by Exor NV, the investment firm controlled by the Agnelli family. While Exor turned down the offer, the proposal marks Tether's ambition to tap into the global appeal of professional sports, potentially opening new avenues for investment and fan engagement.

Details of Tether's Proposal

Tether submitted a binding all-cash offer to Exor for its 65.4 percent stake in Juventus, pricing the shares at 2.66 euros each, which represented a 21 percent premium over the club's recent market value. The company also committed to extending the same terms to minority shareholders and injecting an additional 1 billion euros into the club's development, focusing on infrastructure, player acquisitions, and long-term growth strategies. 

This financial pledge could help Juventus compete more effectively in Serie A and European competitions, where costs for top talent and facilities continue to rise. Tether's approach emphasized respect for the club's legacy, with plans to support sporting excellence and sustainable expansion in the international sports market.

Paolo Ardoino, Tether's CEO and an Italian native, expressed personal connection to the team in the announcement. "For me, Juventus has always been part of my life," he said, recalling how watching the club as a boy taught him lessons in commitment and resilience. 

Ardoino highlighted parallels between Juventus's history of perseverance and Tether's own path in building a resilient financial ecosystem. The bid built on Tether's existing 11.5 percent stake in the club, acquired earlier in the year, and included efforts to place a representative on the board.

Exor's Firm Stance on Ownership

Exor responded swiftly to the unsolicited proposal, with its board unanimously deciding against the sale. The holding company, which oversees a diverse portfolio including Ferrari and Stellantis, stated it had no plans to divest any Juventus shares to Tether or other parties. John Elkann, Exor's CEO and a member of the Agnelli family, addressed the matter directly in a statement. 

"Juventus has been part of my family for 102 years," he noted. "Over the course of a century, four generations have grown it, strengthened it, cared for it in difficult moments and celebrated it in happy ones. Juventus—our history, our values—is not for sale." 

This response reaffirms Exor's dedication to steering Juventus through its current phase under new management, including recent coaching changes aimed at restoring the team's competitive edge.

Juventus manager Luciano Spalletti echoed appreciation for the ownership's commitment, praising the family's passion during a press conference. The rejection maintains continuity for the club, allowing it to focus on on-field performance without the immediate shifts that a change in control might bring.

Juventus's Rich History and Current Position

Founded in 1897, Juventus stands as Italy's most successful soccer club, with 36 Serie A titles and a global fan base that spans continents.

The team plays at the modern Allianz Stadium in Turin, a 41,000-seat venue that has hosted major events, including UEFA Champions League finals. Under Agnelli family ownership since 1923, Juventus has navigated triumphs like nine consecutive league wins from 2012 to 2020, as well as challenges such as financial inquiries and recent mid-table finishes. Currently sitting seventh in Serie A, the club risks missing out on lucrative European spots, which provide essential revenue from broadcasting and sponsorships. Despite these hurdles, Juventus remains a symbol of Italian excellence, with a market capitalization reflecting its enduring brand strength.

The Agnelli family's involvement extends beyond soccer, rooted in industrial heritage through Fiat, now part of Stellantis. This long-term stewardship has helped Juventus weather economic pressures in European football, where clubs increasingly seek diverse funding sources to stay competitive.

Tether's Broader Push into Sports and Beyond

Tether's interest in Juventus fits into its wider strategy of diversifying beyond digital assets.

With USDT backed by a 181 billion dollar portfolio, including substantial U.S. Treasuries, the company reported over 10 billion dollars in profits for the first nine months of 2025. This financial robustness enables investments in sectors like artificial intelligence, agriculture, and now sports. 

In soccer, Tether's stake in Juventus follows partnerships with other clubs and fan token initiatives, which allow supporters to engage through blockchain-based voting and rewards. Such moves could enhance fan experiences, from digital collectibles to streamlined ticket sales, bridging traditional sports with emerging technologies.

Other cryptocurrency firms have similarly entered sports, sponsoring teams or arenas to build mainstream credibility. Tether's proposal, even if not realized, demonstrates how stablecoin providers can offer stable capital for club growth, potentially stabilizing finances in a volatile industry.

For Juventus, Exor's decision ensures stability as the club works to climb league standings and secure European revenue. Tether, meanwhile, may explore alternative ways to expand its sports footprint, leveraging its resources to support teams or leagues globally. 

Sources:

• _{Tether.io: Official announcement of Tether's proposal to acquire Juventus.}
• _{Bloomberg.com: Article detailing Tether's €1.1 billion bid and Exor's rejection.}
• _{Cointelegraph.com: News coverage of Exor's unanimous rejection of the takeover bid.}