European exchange WhiteBIT signed a three-year deal with Italian football giant Juventus to become the club’s Official Cryptocurrency Exchange Partner, aiming to increase fan interaction and support commercial and community goals.
WhiteBIT Goes Fino Alla Fine
On Monday, Italian football giant Juventus Football Club announced its major partnership with crypto exchange WhiteBIT to innovate and enhance the fan experience. The Turin-based club shared that Europe’s largest crypto exchange by traffic will become its Official Cryptocurrency Exchange Partner and Sleeve Partner until 2028.
The partnership is expected to strengthen Juventus’ commitment to digital transformation and explore the potential of new technologies to increase fan interaction and support long-term commercial and community objectives.
Additionally, it will offer “exclusive digital content, innovative activations, and joint initiatives” to enhance the experience of Men’s and Women’s First Team supporters, allowing Juventus’ global fans to experience the club online and in person.
Starting at the FIFA Club World Cup 2025, the WhiteBIT logo will be visible on the sleeve of the Men’s First Team jersey for the next three seasons, with its first appearance scheduled for Wednesday, June 18, against Al Ain, a United Arab Emirates-based team.
Juventus Chief Executive Officer, Maurizio Scanavino, affirmed that the collaboration will offer fans innovative opportunities on and off the pitch:
We are thrilled to welcome WhiteBIT to the Juventus family, a partner that shares our commitment to innovation and excellence, both on and off the pitch. We are strictly convinced that this collaboration will offer our fans worldwide lots of new engagement opportunities, leveraging cutting-edge technology to enhance their connection with Juventus.
Meanwhile, WhiteBIT’s founder and CEO, Volodymyr Nosov, considers that the partnership “marks a major milestone in our mission to make cryptocurrency more accessible to an increasingly wider audience. Together, we’ll create new, tech-driven ways to connect fans with their favourite team.”
Following the announcement, WitheBIT’s token, WBT, surged over 30% in 20 minutes, climbing from the $39.62 mark to an all-time high (ATH) of $52.27 before retracing to the $51 area.
Crypto Meets Football
The collaboration follows numerous deals between crypto firms and worldwide sports icons. WhiteBIT has been FC Barcelona’s Official Cryptocurrency Exchange Partner since 2022. It recently displayed the name of its first International Crypto Trading Cup (ICTC 2025) winner on the LED boards during El Clásico, the biggest football match between Spanish giants Real Madrid and Barcelona.
Meanwhile, Tether announced its plan to leverage its investment arm to identify and invest in sports franchises globally, aiming to integrate its artificial intelligence (AI) ventures, Bitcoin mining, and biotechnology into various sectors.
As part of these efforts, the company behind USDT, the largest stablecoin in the crypto industry, acquired a minor stake in Juventus, marking “a significant milestone in Tether’s goal of integrating stablecoins, digital assets, and human-first technology into everyday life.”
Notably, the 2024/2025 UEFA Champions League Winner, Paris Saint-Germain, announced that it added Bitcoin to its financial reserves in 2024. PSG Labs’ lead revealed that the French club converted part of its cash holdings into BTC last year and still has it on the balance sheet.
