Tether, the company behind the world’s largest stablecoin USDT, made headlines earlier this year by becoming the second-largest shareholder in Italian football powerhouse Juventus. However, despite its €128 million stake, the crypto firm is now facing resistance from the club’s leadership, raising fresh questions about crypto’s influence in traditional industries like professional sports.
In February 2025, Tether Holdings SA declared its initial investment in Juventus, one of Europe’s most iconic football clubs. By April, the company had accumulated a 10.7% ownership stake, trailing only behind Exor NV, the Agnelli family’s investment group that has held control of Juventus for over 100 years.
The move was hailed as a historic moment. For the first time, a major European football club had welcomed a cryptocurrency firm as one of its top investors. Analysts and fans alike viewed the deal as a bold signal of how digital asset companies were expanding beyond finance into entertainment and global sports brands.
However, the initial excitement appears to be fading fast. Tether CEO Paolo Ardoino recently revealed in an interview that discussions with Juventus leadership and Exor have been “very, very limited.” Despite being a major financial backer, Tether has not been given a seat at the table—literally.
According to Ardoino, the firm submitted a proposal to participate in an upcoming capital raise and formally requested a seat on the club’s board of directors. Both requests, he says, have been met with silence.
“Our interest is in ensuring the long-term success of the club,” a Tether spokesperson said. “We believe having a voice in key decisions is part of fulfilling that responsibility.”
The rift reflects a broader tension playing out as crypto-native companies seek influence in traditional sectors. Juventus, with its legacy ownership and deep-rooted governance structures, may be unprepared—or unwilling—to give control to an outside investor from the digital finance world.
While Juventus hasn’t officially commented on the matter, the club’s continued silence could be interpreted as an effort to preserve internal stability. Giving Tether a board seat may be viewed by some as a risky shift in power, especially given regulatory uncertainty and public skepticism surrounding crypto firms.
Still, Tether’s investment is not insignificant. With over 10% ownership, the company has a legitimate financial stake in the club’s performance and future trajectory. But without influence in decision-making or board participation, its role remains that of a passive investor—one with deep pockets but limited power.
The situation has sparked debate within the sports and crypto communities. Some believe Juventus is right to proceed cautiously, prioritizing the club’s traditions and legacy. Others argue that rejecting engagement with a top investor—especially one with an interest in innovation and global expansion—could limit Juventus’ long-term growth.
Tether’s strategy aligns with the broader push by crypto firms to enter mainstream industries. From naming rights for stadiums to partnerships with sports leagues, the trend is unmistakable: crypto wants a seat at the table. But the Juventus standoff shows that buying equity may not always translate into influence—especially in legacy institutions.
Whether Juventus eventually opens its doors to Tether remains to be seen. If it does, it could signal a new era of crypto-backed influence in sports. If not, the cold shoulder may discourage other digital asset firms from following in Tether’s footsteps.
The Italian club’s history is steeped in tradition. Owned for generations by the Agnelli family, Juventus has long been one of the most prestigious names in European football. Decisions within the club have historically come from a tight-knit inner circle.
Introducing a crypto firm into that mix challenges both culture and comfort. For Juventus, Tether’s involvement may feel more transactional than relational—something that clashes with the values of club stewardship that span decades.
However, football is also a business. In an era of rising transfer fees, stadium costs, and commercial pressures, capital from firms like Tether can provide critical liquidity. The key question is whether clubs can strike a balance between tradition and modernization—especially when those modern forces come bearing blockchain.
Tether’s move to invest heavily in Juventus marked a pivotal moment for the crypto world’s foray into sports. But the lack of dialogue and board-level access shows that money doesn’t automatically buy influence—especially in legacy institutions like European football clubs.
Still, the outcome of this standoff could set the tone for future crypto-corporate partnerships. As stablecoins gain traction globally and digital finance seeks credibility through mainstream collaborations, the Juventus-Tether situation offers an important case study in what works—and what doesn’t.
Evie is a blogger by choice. She loves to discover the world around her. She likes to share her discoveries, experiences and express herself through her blogs.
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