Crypto powerhouse Tether has taken a bold step into the world of elite European football, submitting a formal bid to gain control of Italian giant Juventus. The company behind the USDT stablecoin has lodged a binding, all-cash offer to purchase a majority stake in the Turin-based club, signaling one of the most high-profile intersections yet between digital assets and top-tier sports.
According to the proposal, Tether aims to buy 65.4% of Juventus shares currently held by Exor, the investment holding vehicle of the Agnelli family, historically tied to both the club and the automaker Fiat. The exact valuation and price per share have not been publicly disclosed, but the offer is described as fully funded and binding, underscoring Tether’s confidence in both its finances and its long-term vision for the club.
This is not Tether’s first move into Juventus. Earlier this year, in February, the company quietly acquired a minority stake in the Serie A side, laying the groundwork for deeper involvement. With the new offer, Tether is seeking to shift from strategic investor to controlling shareholder, effectively transforming Juventus into one of the first globally renowned football clubs under the majority ownership of a crypto-native firm.
Paolo Ardoino, Tether’s CEO, framed the move not just as a financial deal but as a deeply personal endeavor. He recalled growing up with Juventus as a constant presence in his life, describing how the club’s history of both triumph and hardship shaped his views on dedication and resilience. Watching Juventus “face success and adversity with dignity,” he said, taught him lessons about responsibility and perseverance that extended far beyond the pitch.
If Exor accepts Tether’s offer, the company plans to launch a public tender for all remaining Juventus shares at the same price offered to the holding company. That means small investors and institutional shareholders would have the opportunity to sell their stakes on identical terms, potentially paving the way for Tether to gain full control of the club. In that scenario, Tether has committed to invest 1 billion euros into Juventus’ development, a massive financial injection that could reshape its sporting and commercial ambitions.
Ardoino emphasized that Tether is entering the deal from a position of “strong financial health,” arguing that the company can provide Juventus with stable, long-term capital. In his view, the goal is not simply to buy a trophy asset, but to build a sustainable project that supports top-level sporting performance while adapting to the rapidly changing global landscape of sports, media, and entertainment. Tether wants to be seen as a strategic owner with a multi-year horizon, not a speculative investor.
The company’s investment track record suggests this is part of a broader strategy rather than an isolated move. Tether has been actively deploying capital across several technology and media-related sectors. It recently participated in an 81 million dollar funding round for an Italian humanoid robotics company, signaling interest in cutting-edge physical automation and artificial intelligence. In parallel, Tether has been steadily increasing its exposure to the digital media ecosystem, having bought an additional million shares in an up-and-coming video-sharing platform after previously committing hundreds of millions of dollars to support the rival to mainstream video services.
Beyond sports and tech, Tether is also reportedly exploring new ways to structure its own ownership. The company has been considering tokenizing its equity, effectively turning shares of Tether into blockchain-based tokens. Internally, the firm is said to be eyeing a capital raise that could reach 20 billion dollars at a prospective valuation in the neighborhood of 500 billion dollars. If executed, such a move could become a landmark example of how large private companies use blockchain infrastructure to reshape capital markets access.
For Juventus, the bid arrives at a moment when football clubs are searching for new revenue models and strategic partners. Traditional broadcasters face pressure from streaming platforms, fans consume content in new ways, and financial fair play regulations constrain reckless spending. A partner like Tether, with deep pockets and a native understanding of digital ecosystems, could help Juventus modernize its commercial strategy, expand globally, and build new types of fan engagement tools.
One conceivable direction is the integration of blockchain-based experiences for supporters. While no detailed roadmap has been made public, the combination of a crypto giant and a globally recognized club naturally raises the possibility of tokenized memberships, digital collectibles, and enhanced loyalty programs. These could include tiered fan tokens with voting rights on non-sporting decisions, blockchain-verified memorabilia, and immersive digital environments that connect supporters worldwide beyond match day.
The 1 billion euro investment Tether has pledged, if the takeover succeeds, could be deployed across several key areas. On the sporting side, that might mean strengthening the transfer budget, upgrading training facilities, and investing in youth development to secure long-term competitiveness. Off the pitch, funds could fuel stadium modernization, improved match-day experiences, advanced sports science and analytics, and global academy networks aimed at discovering talent in new regions.
Strategically, Tether’s ownership could also accelerate Juventus’ digital transformation. The club already has a substantial international fan base, especially in Asia and the Americas, but the next phase of growth may depend more on digital media than traditional touring. With a crypto-native owner, Juventus could lean into web3-driven content distribution, micro-payments for premium clips or behind-the-scenes access, and direct-to-consumer subscription products that bypass traditional middlemen.
At the same time, the deal raises important questions about regulation and public perception. Stablecoin issuers like Tether operate in a space under increasing scrutiny from financial authorities. Owning a historic and culturally significant sporting institution could place Tether under a brighter spotlight, forcing the company to demonstrate not only financial strength but also transparency and governance standards that satisfy both regulators and fans. Juventus supporters, in particular, will watch closely to see whether new owners respect the club’s traditions and identity.
From a business standpoint, Tether gains more than a marketing asset if the acquisition succeeds. Juventus is an iconic brand with global recognition, and its success or failure has a direct impact on merchandise sales, sponsorships, and media exposure. Owning such a brand provides Tether with a powerful platform to normalize stablecoin usage, reach non-crypto natives, and associate itself with mainstream culture in a way few blockchain projects can match.
This move also fits into a broader pattern of financial and tech players entering sports ownership. Over the past decade, private equity funds, state investment vehicles, and tech billionaires have all acquired stakes in major clubs and leagues. Tether’s bid signals that crypto-native companies now feel both wealthy and mature enough to play in that same arena. If it goes ahead, it could encourage other blockchain firms to seek similar deals in football, basketball, motorsport, and other globally followed competitions.
For Juventus supporters and observers of European football, the key issue will be balance: can a crypto company deliver the promised financial stability and innovation without turning the club into a mere marketing vehicle? Fans typically want investment in players and infrastructure, authenticity in communication, and respect for history. If Tether manages to align its corporate goals with those expectations—using technology to enhance, rather than replace, the traditional fan experience—it could set a template for how digital asset firms engage with legacy sports brands.
In the near term, attention will focus on Exor’s response to the bid and the conditions that might be attached to any agreement. Regulatory approvals, league oversight, and corporate governance arrangements will all play a role in determining how quickly and smoothly control could transfer. If Exor accepts, the subsequent public tender will reveal how existing shareholders view both the price and the prospects of a Tether-led Juventus.
Regardless of the final outcome, the offer itself is a milestone: a leading stablecoin issuer openly bidding to control one of football’s most storied institutions. It underscores how far the crypto industry has moved from niche markets and speculative trading into mainstream business, media, and culture. Whether this marks the beginning of a new era of crypto-backed club ownership, or remains a high-profile one-off, will depend on how Juventus, its fans, and the broader football world respond to Tether’s ambitious proposal.