Another "collateral" effect of Cristiano Ronaldo's arrival at Juventus is on the way: Andrea Agnelli's club is renegotiating the sponsorship with Adidas and is asking for more money. The indiscretion was launched by the Financial Times which dedicated a long article to the black and white club and its projects, the result of extensive talks with Andrea Agnelli.
"Ronaldo: why Juventus gambled €100m on a future payday", or "Ronaldo is why Juventus gambled 100 million euros on a future payday" explains that Agnelli & Co's objectives are to leverage the names of top players, such as Ronaldo, and those who have a very good chance of becoming one, such as Paulo Dybala, to do what Real Madrid of the Galacticos era did in the 2000s or Paris Saint Germain with Neymar more recently.
“There are early signs – writes FT that Andrea Agnelli's bet is bearing fruit”. And he explains that while he was in secret negotiations to acquire CR7 the club "increased the average prices of season tickets by 30%" and all 29.300 were sold ». Not only that but «the Juventus stadium superstore is doing a brisk trade in Ronaldo shirts, which cost up to 154,95 euros – among the highest prices in Europe. For his home debut, fans traveled from all over the world as TV networks spent days spending his arrival in Turin."
On the Stock Exchange, Juve shares are rising by 3,77% to 1,569 euros after having increased their capitalization by 80,9% in the last month, with evident returns from the new strategy.
"We will plan, one by one, the last remaining steps to become number one," Agnelli told the Financial Times, but he has to contend with competitors such as Manchester United, Real Madrid, Barcelona and Bayern Munich who nevertheless collect between 150 million and 250 million more than Juve.
