Tether adds $129 million in capital. Tether also proposes a reshuffle of the Juventus board.

Tether to inject $129 million into Juventus, strengthening ties between crypto and football

Tether, the company behind the world’s largest stablecoin, USDT, is preparing to make a significant strategic move within the European sports industry. According to recent reports, the company intends to propose changes to the composition of the Juventus Football Club board of directors, marking a significant step in its growing involvement with the iconic Italian club. Tether currently holds a 10.7% stake in Juventus, making it one of the largest external shareholders in the team's history.

As part of its expansion strategy, Tether has announced plans to inject an additional $129 million in fresh capital into Juventus. This investment is intended to bolster the club’s financial standing, reduce its debt and forge new opportunities for technological and commercial partnerships. This initiative signals Tether’s long-term commitment to bridging the worlds of finance, sports, and innovation. It positions Tether not merely as a financial backer, but also as a technological enabler in the global sports arena.

This forms part of Tether’s broader corporate strategy of extending its influence beyond the digital asset market into mainstream industries such as sports, biotechnology and artificial intelligence. By leveraging blockchain-based tools and the stability of its USDT stablecoin, Tether aims to demonstrate how digital assets can create value in traditional sectors.

Tether first entered the football industry in February 2025 when it acquired a minority stake in Juventus. Just two months later, in April, it increased its ownership to over 10.12%, signalling its growing confidence in the club’s long-term potential. Juventus, one of the most successful football teams in Europe and a pillar of Italian sporting culture, had been seeking to modernise its operations for several years due to financial and managerial difficulties.

This new $129 million capital injection is expected to see Tether play a pivotal role in shaping Juventus' strategic direction. Sources suggest that Tether will nominate at least one representative to the club’s board, ensuring innovation and digital transformation remain central to Juventus' future strategy. This could include introducing blockchain-powered payment systems, fan engagement programmes using stablecoins, and digital collectibles based on Web3 and NFT technology.

The potential integration of stablecoins into Juventus’s ecosystem would represent a significant milestone. It could allow fans to purchase tickets, merchandise or memberships using USDT, enabling borderless payments and reducing reliance on traditional banking systems. Furthermore, this initiative is in line with Tether’s vision of promoting the adoption of cryptocurrency in real-world applications, particularly in sectors that rely heavily on global audiences, such as sports and entertainment.

Industry analysts have noted that this partnership could serve as a case study for collaboration between the sports and crypto industries, combining financial technology with one of the world’s most passionate fan bases. For Juventus, the partnership presents an opportunity to attract younger, tech-savvy supporters and to diversify revenue streams beyond broadcasting and sponsorship deals. Meanwhile, for Tether, the collaboration boosts its brand visibility across Europe and highlights its stability as a key player in the digital finance ecosystem.

Despite scepticism from some traditional investors, Tether’s leadership has emphasised that its ventures into sports form part of a sustainable diversification plan. The company intends to use profits from USDT operations — reportedly generating hundreds of millions of dollars quarterly — to fund projects combining innovation, community engagement and long-term economic value.

Founded in 1897 and historically owned by the Agnelli family through Exor, Juventus has welcomed new investors in recent years as part of efforts to restore its competitive and financial edge. Tether’s involvement could accelerate the club’s digital transformation and potentially inspire other football institutions to explore blockchain integration.

The intersection of crypto and football is no longer a niche experiment, but a growing global trend. As Tether strengthens its relationship with Juventus, it sends a clear message that the next evolution of sports management and fan engagement will be driven by digital assets, artificial intelligence and blockchain innovation.

This landmark investment strengthens Tether’s foothold in Europe and sets a precedent for fintech and sports collaborating to build a more connected, technologically advanced future for global entertainment.