As the Fiat Group absorbs Chrysler and Jeep, it has taken a bold move to endear the American companies to its domestic market, starting with Jeep branding on the jerseys for the legendary Italian soccer team, Juventus Football Club SpA.
A new Fiat sponsorship agreement will come into effect for the 2012–2013 soccer season, and Jeep has made this first appearance on the new “away” jersey of the Italian Championship-winning club.
Officially unveiled to the supporters last week, the new kit draws inspiration from the glorious past of the Bianconeri Club that boasts 295 million followers worldwide.
Made using environmentally friendly materials, the new crewneck design was inspired by the 1941-42 Coppa Italia-winning jersey. The inner neck graphic on the shirt is the club motto: “Vincere Non È Importante È L’Unica Cosa che Conta” (Winning is not important, it is everything) – a famous quote by Giampiero Boniperti.
The sponsorship agreement signed in April between Fiat SpA and Juventus Football Club will see Fiat as sponsor on the Juventus jersey for the next three seasons.
Jeep will appear in national and international events before the start of the 2012-2013 season, with events including test-drives, contests and outdoor activities related to the world of sports.
In July, during the Juventus summertime retreat at Chatillon-Saint Vincent in Val d'Aosta, Jeep will showcase a preview of Jeep Grand Cherokee S Limited. The new trim line of the Jeep flagship will be introduced in Italy and in the other European markets in September.