The multi-year partnership puts Europe’s entrepreneurs on one of football’s biggest stages starting with the 2026/27 season.
Finom, the European financial platform for entrepreneurs serving 300,000 businesses, today announced a multi-year partnership with Juventus Football Club – a club with a global fan base of more than 561 million people – becoming the Club’s official B2B Financial Platform Partner across Europe.
Why Italy, why Juventus
Juventus was founded in 1897 by a group of students, a true example of people building something of their own from nothing, growing it into something no other Italian club has done. That is the same instinct Finom sees in its customers every day. Both companies share the same ambition, discipline and teamwork that define true entrepreneurs.
Italy is home to one of Europe’s largest populations of freelancers and small businesses – a segment historically underserved by traditional banks, and exactly the customer Finom was built to serve.
“Big financial brands are built either for consumers or for large corporations. The people who run their own business rarely get the bigger stage, and we believe they should have it. Italy is one of our most important markets, home to almost 5 million entrepreneurs, and there’s no better way to stand alongside them than through a club with this history and this following. Entrepreneurs live by the same rule a club does: you’re judged on the result every week, and you win with the squad you picked. Over the coming seasons we’ll be bringing them into Allianz Stadium, not just our logo.” Andrew Petrov, CEO and Co-Founder, Finom
The partnership in brief
The partnership is built to deliver value beyond visibility. For entrepreneurs everywhere, this partnership is a direct line into the Juventus world: a dedicated “Powered by Finom” event hosted at Allianz Stadium, matchday hospitality, and stadium tours – putting them, as well as its network of partners, media and potential customers, at the center of a partnership built on the same resilience, ambition and teamwork that drive both the Club and Europe’s independent businesses.
To bring this to life over the next seasons, Finom also gets LED visibility at Allianz Stadium, collaborations with the Juventus Creator Lab, and access to first-team player imagery. The category is exclusive to Finom; there is no co-branded card or product integration with the club.
“We are pleased to welcome Finom, as Juventus’ B2B Financial Platform Partner. This partnership reflects our continued commitment to bringing ambitious, fast-growing companies into the Juventus family, thanks to partners that share our drive for innovation, international growth and meaningful connections with their communities,” commented Peter Silverstone, Juventus Chief Business Officer. “Together with Finom, we look forward to creating valuable experiences for entrepreneurs, combining the strength of the Juventus brand with Finom’s mission to support the businesses that power local economies every day.”
Joining a real trend in European football
European football is going through a shift as sponsorship categories increasingly open up to fintech and financial-services platforms. Where peers have taken visible kit placements, Finom’s partnership with Juventus is built around something different: direct access for its customers at one of the largest platforms in European football, not just brand visibility.
“Pairing Finom with a club of this scale and history in Italy is a deliberate bet on the market, not an opportunistic sponsorship buy. Finom isn’t sponsoring from the sidelines, it’s putting entrepreneurs and its wider community where the action is.” Alberto Tosi, Partnerships & Business Development Manager.
Image provided Finom
