Capital vs Legacy: Tether’s Dispute with the Agnellis at Juventus

In February–April 2025, Tether snapped up over 10% of Juventus, becoming the club’s second-largest owner after the investment vehicle of the Agnelli family, Exor. Now it’s pushing for voting rights, but talks with Juventus and the main backer are stalling – there’s still no date for a direct meeting.

The fact that the USDT issuer now ranks among the primary owners of a leading European club is astonishing. No crypto firm had held such a stake in a top Serie A side before, although WhiteBIT became an official Juventus partner not long ago. Tether’s €149 million (roughly $149 million) share is just a drop in its multibillion reserve pool, which totals about $150 billion.

Tether stresses its role as more than a passive investor, aiming to join Juventus’s board. The company plans to attract funds via a new financing round. It also wants to deploy cutting-edge technologies to improve club workflows, mitigate current losses, and upgrade the starting eleven. As of now, Exor does not endorse this initiative.

When Heritage Meets Disruption

On one side, Juventus and Exor reflect corporate steadiness honed by nearly a century of Agnelli family guidance. On the other, Tether comes with new funds, forceful marketing, and ambitions to apply blockchain and AI in sports and existing platforms. Paolo Ardoino, Tether CEO, makes no secret of his disappointment in the situation:

Our interest is in ensuring the long-term success of the club. We believe having a voice in key decisions is part of fulfilling that responsibility.

To date, Tether’s only tangible outcome has been correspondence, as neither side can lock in a negotiation date. The crypto firm wants to invest and expects to recover funds via a strategic review of the club. Juventus, however, moves carefully, striving to uphold tradition, pursue commercial gains without overreach, and keep fans satisfied.

Moreover, both find themselves under strict regulatory scrutiny. A few years earlier, Juventus incurred a 10-point penalty for financial infractions, and Tether repeatedly faces criticism over possible money laundering links and sanctions evasion. Such baggage could deter some partners and fans. However, the promise of this alliance is hard to ignore. 

This could let Juventus expand from a sports club into a multimedia group. They could harness a massive global fanbase – hundreds of millions across social channels – to grow income. Yet pursuing this path means ensuring transparency and strict rule compliance. For now, both sides remain in a watching-and-waiting mode.

Also read: Tether Secures 30% Ownership in Italian Media Company Be Water

The Road Ahead: Waiting for the Right Moment

With Juventus appearing at the Club World Cup, it makes sense to let talks unfold slowly. Real negotiations will only kick off once the season ends and players return from leave. According to unofficial sources, Exor plans to wait until talks finish before re-evaluating its position on the club’s capitalization.

Ultimately, Tether and Juventus face a defining choice: forge a compromise between new technology and established traditions or abandon the partnership, leaving its bold promise unrealized. One thing stands out – everyone from supporters to authorities and investors will eagerly track how this football-crypto story evolves.