Tether buys Juventus stake amid $140B USDT dominance

Tether (CRYPTO:USDT), the issuer of the USDT stablecoin, has acquired a minority stake in Juventus Football Club as part of its strategy to integrate digital assets into mainstream sectors.

While the financial details of the investment remain undisclosed, the move aligns with Tether's broader vision of incorporating stablecoins and blockchain technology into everyday life.

Juventus, valued at approximately $2.05 billion, is the 11th most valuable football franchise globally, with an annual revenue of $459 million as of May 2024.

The acquisition follows a profitable year for Tether, with the company reporting $13 billion in profits in 2024, supported by its holdings in low-risk US Treasury bonds reaching $113 billion.

Tether's USDT stablecoin is the largest in circulation, exceeding $140 billion.

Tether's investment in Juventus is part of a broader trend of cryptocurrency and blockchain companies investing in sports partnerships to enhance the recognition of digital assets.

According to CoinGecko, there were 26 crypto sports partnerships in 2024 and a total of 92 between 2021 and 2024.

Tether's venture arm, Tether Investments, aims to integrate digital assets into sports franchises, building on previous sponsorships like its deal with FC Lugano in 2023.

The company also has investments in Rumble Inc. ($775 million) and Northern Data AG (€1.32 billion).

Juventus' stock increased by 2.8% following the announcement, and its fan token, JUV (CRYPTO:JUV), experienced a surge of almost 200% before partially correcting.

At the time of reporting, the Tether (USDT) price was $1.00.