🩷My Lovin' (No, You're Never Gonna Get It)☂️
When discussing Juventus Football Club's involvement with digital currency, it's important to understand what has actually happened—and what remains speculation.
The Fan Token: JUV
Juventus has indeed created a fan token called JUV, which launched in 2021 and operates on the Chiliz Chain platform. This digital asset allows supporters to participate in certain club decisions through the Socios.com (not available in America) platform, such as choosing goal celebration songs or team bus designs. The token is currently trading on multiple exchanges including Binance, where the most active trading pair is JUV/USDT. (But you still cannot purchase in America.)
It's essential to note that Tether (USDT) is not an exchange—it's a stablecoin, a type of digital currency. The token trades using USDT as one of its trading pairs, meaning fans can buy or sell JUV tokens using Tether's stablecoin on various digital asset exchanges.
Tether's Investment in Juventus
Tether Holdings currently holds approximately 11.5% of Juventus shares, making it the club's second-largest shareholder after the Agnelli family's holding company, Exor. This investment was first announced in February 2025, when Tether acquired a minority stake in the club.
Recently, Tether submitted a binding proposal to acquire Exor's entire 65.4% stake in Juventus, which would give the digital currency company control of the historic club. However, Exor has rejected this proposal, stating it has no intention of selling its shares.
The Turin Connection
The story behind Tether's interest involves Giancarlo Devasini, though some details require correction. Devasini was born in Turin—not Milan—and graduated from the University of Milan with a degree in medicine in 1990. He worked as a plastic surgeon for two years before leaving medicine to pursue business ventures.
In 2012, Devasini invested in Bitfinex, a digital currency exchange, and soon became a key figure in the company. He co-founded Tether with colleagues and now serves as Chief Financial Officer, holding an estimated 47% stake in the company. His journey from the operating room to becoming one of the wealthiest individuals in the digital currency space is remarkable.
Tether's CEO, Paolo Ardoino, has described his lifelong connection to Juventus, saying: "For me, Juventus has always been part of my life. As a boy, I learned what commitment, resilience, and responsibility meant by watching Juventus."
What This Means for Juventus
The club has not rejected digital currency involvement. On the contrary, Juventus has embraced blockchain technology through its fan token program and has accepted significant investment from Tether. The rejected takeover bid doesn't represent rejection of digital assets—it represents the Agnelli family's decision to maintain control of the club they've owned for over a century.
Tether has stated it is prepared to invest €1 billion in the club, if its acquisition proposal is accepted, demonstrating the substantial financial backing digital currency companies can bring to traditional sports institutions.
For Italian supporters particularly concerned about government oversight, it's worth noting that these are standard commercial transactions subject to the same regulatory approvals as any business dealing. The digital currency aspect doesn't change the fundamental nature of corporate ownership structures that exist within Italian and European law.
Juventus stands at an interesting intersection between traditional football and emerging financial technology. The club has demonstrated openness to innovation through its fan token program while maintaining careful consideration of ownership decisions. Whether Tether's involvement grows or remains at its current level, Juventus has clearly established itself as a forward-thinking club willing to explore new ways to engage with supporters and secure its financial future.
For fans of calcio and digital asset enthusiasts alike, Juventus represents a case study in how historic institutions can thoughtfully engage with new technology without abandoning their core identity and values.
