02 September 2026
Juventus welcomes Finom as its new B2B Financial Platform Partner, following the signing of a multi-year sponsorship agreement. The European financial platform for entrepreneurs and SMEs, serving more than 300,000 businesses, becomes a partner of Juventus, reinforcing its commitment to supporting entrepreneurs in Italy and across Europe. Both companies are driven by the same determination, ambition and resilience that define entrepreneurs every day.
"Big financial brands are built either for consumers or for large corporations. The people who run their own business rarely get the bigger stage, and we believe they should have it. Italy is one of our most important markets, home to almost 5 million entrepreneurs, and there's no better way to stand alongside them than through a club with this history and this following. Entrepreneurs live by the same rule a club does: you're judged on the result every week, and you win with the squad you picked. Over the coming seasons we'll be bringing them into the Allianz Stadium, not just our logo”, says Andrew Petrov, CEO and Co-Founder, Finom
The partnership is built to deliver value beyond visibility. For entrepreneurs everywhere, this partnership is a direct line into the Juventus world: a dedicated "Powered by Finom" event for entrepreneurs hosted at Allianz Stadium, matchday hospitality, and stadium tours - putting them as well as Finom’s wider network of partners, media and prospects at the center of a partnership built on the same resilience, ambition and teamwork that drive both the Club and Europe's independent businesses. To bring this to life over the next seasons, Finom also gets LED visibility at Allianz Stadium, collaborations with the Juventus Creator Lab and access to Men’s first-team player imagery. These assets provide the platform to create meaningful experiences for Finom’s entrepreneurial community, rather than being the main story of the partnership.
"We are pleased to welcome Finom, as Juventus’ B2B Financial Platform Partner. This partnership reflects our continued commitment to bringing ambitious, fast-growing companies into the Juventus family, thanks to partners that share our drive for innovation, international growth and meaningful connections with their communities," added Peter Silverstone, Chief Business Officer at Juventus. "Together with Finom, we look forward to creating valuable experiences for entrepreneurs, combining the strength of the Juventus brand with Finom’s mission to support the businesses that power local economies every day."
“Pairing Finom with a club of this scale and history in Italy is a deliberate bet on the market, not an opportunistic sponsorship buy. Finom isn’t sponsoring from the sidelines, it’s putting entrepreneurs and its wider community where the action is”, comments Alberto Tosi, Partnerships & Business Development Manager, Finom.
