The Bianconeri enter into a three year sponsorship deal with Fiat which will see Alessandro Del Piero and his team mates sporting jerseys with the Jeep logo. It's worth €35m to the club.
Good money for a product that is enjoying a revival under new ownership after years of stagnation. Fiat's innovation along with Chrysler's branding has resulted in strong Jeep sales worldwide.
Sergio Marchionne, Fiat's CEO doing a bit of lip service:
"I am a fan of Juventus since I was 5 years old, and I love to visit their matches. And the new stadium is fascinating."