Juventus: Tether Advances Its Pieces to Govern the Club

The democratization of crypto is accelerating, despite market shocks and regulator vigilance. After Coinbase or the Ethereum Foundation, Tether is now playing an unexpected card. By entering the football arena, the issuer of the USDT stablecoin is no longer just looking to influence digital currencies: it wants to influence century-old institutions. With a stake in Juventus, Tether mixes financial strategy, governance, and emotional marketing. Soccer is no longer immune to the world of cryptos.

When Crypto Moves Its Pieces Into the World of Sports

Tether, after signing a historic partnership last February, now holds 10.12% of Juventus’s capital, or 6.18% of voting rights, according to its statement on April 24, 2025. The crypto company has thus become the club’s second largest shareholder behind Exor, the Agnelli family holding company. It announced it intends to participate in a 110 million euro capital increase to help the club recover financially.

But what intrigues more is its intention to propose its own candidates to the board at the general assembly on November 7. A strong gesture that signals the will to exert influence beyond capital. The club, which reduced its loss to 58 million euros in 2024 (compared to 199 million euros last year), sees Tether as a source of financial stability and technological innovation.

In a rare comment, CEO Paolo Ardoino said:

This investment is not just financial — it is a commitment to innovation and a long-term collaboration. We believe Juventus is ideally positioned to be a leader on the field, but also in the adoption of technologies capable of enhancing fan engagement, digital experiences, and financial resilience. We are excited about the opportunities ahead.

Source: Tether.io

Tether and Juventus: Between Governance and Influence Strategy

Tether does not stop at acquiring shares. The crypto company displays a much broader strategy: imposing its Web3 culture in traditional realms. In Italy, it took 30% of the media company Be Water, invested in AI with Northern Data, and injected $775 million into Rumble, a video platform rivaling YouTube. Sport is just a new extension of this multi-sector influence policy.

For Juventus, this alliance could mark a turning point. Weakened by an accounting scandal in 2022, the club aims to restore its image. Tether, with its liquidity, tech partnerships, and digital communication expertise, could become a lever of transformation. But this intrusion also raises questions: how far can a crypto company influence the decisions of a century-old sports institution?

Key Figures to Remember

• 10.12% of Juventus’ capital has been held by Tether since April 2025;
• 6.18% of voting rights provide influence over governance;
• Planned capital increase of 110 million euros, including 30 million already paid by Exor; 
• 58 million euros losses in 2024, compared to 199 million euros the previous year: recovery is underway;
• Only one crypto participation at this level in a European club: Tether’s.

In football as in technology, Tether multiplies its offensives. From artificial intelligence to the USDT stablecoin, through media and sports, the company is building an empire with solid foundations. It now positions itself as one of the most profitable crypto groups in the world. And tomorrow? Perhaps the most influential company in the entire digital ecosystem.