The overlap between Fiat Group and Juventus Football Club, both of which have the Agnelli family's investment vehicle, Exor, as the largest shareholder, is to return for the next three seasons through a new 35 million euro sponsorship deal, with the Jeep brand set to be the first name on the shirts next season.

Exor holds a 30.47 percent stake in Fiat Group (which in turn holds 58.5 percent of Chrysler Group shares, fully diluted) as well as 63.77 percent of shares in Juventus FC.

The Italian 'Serie A' team has just completed a two-year deal with Betclick, but prior to that sponsorship Fiat Group had a three year deal (July 2007- June 2010) as Juventus' shirt sponsor which saw its brands displayed, including agricultural equipment manufacturer, New Holland.

The new agreement between Juventus and Fiat Group has even deeper historic roots that were planted when Edoardo Agnelli, Fiat vice president, who also became Juventus president in 1923. That particular year sparked a new dawn characterised by the construction of the club’s stadium on Corso Marsiglia in Turin. It was the first ground to be built entirely from reinforced concrete: a revolution and a state of the art development in Italy. And with Edoardo’s nephew, Andrea Agnelli, now  charge of the club, Fiat has reprised its relationship with Juventus.

From 1 July this year, Fiat Group will thus be the sole sponsor appearing on Juventus football jerseys, for all matches, in return for a fixed sponsorship fee of 35 million euros (for all three seasons) and the supply of group vehicles. For the upcoming 2012/2013 season, Juventus players will sport the Jeep brand on their uniforms.

The agreement also allows for Fiat to use the Juventus image, including placement of its logos on the official clothing of all Juventus teams and a variety of potential partnerships in other areas. The definitive agreement, which will be valid until 30 June 2015, is to be signed in the next few weeks.

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