The announcement of this investment was made on April 24, 2025, underscoring Tether's growing involvement in sports sponsorships.

Analysts suggest that Tether's investments may serve as a hedge against US dollar weakness and a strategy to gain influence in decentralized finance.

Tether's recent investments also include €10 million in an Italian media company and $775 million in the video platform Rumble, reflecting a strategic effort to diversify.

Cryptocurrency firm Tether has significantly increased its stake in the Italian football club Juventus to over 10%, marking a notable expansion in its sports investments.

This move follows Tether's initial investment in Juventus earlier this year, which began with a 8.2% stake acquired in February.

This investment strategy aims to enhance Tether's brand visibility and influence within the sports industry, particularly in soccer.

As sports clubs evolve into digital ecosystems, Tether's investment could redefine traditional sponsorships, creating new opportunities for growth and innovation.

The recent acquisition, completed on April 15, 2025, reflects Tether's commitment to a long-term partnership with the club.

Tether's CEO, Paolo Ardoino, described the investment as a commitment to innovation and collaboration, indicating a vision for advancements in digital services.

In addition to its stake in Juventus, Tether has launched new initiatives, including a commodities trading platform and a peer-to-peer chat app.

However, Tether faces potential regulatory challenges as countries tighten regulations on stablecoins, which could impact its market presence.

Following the announcement, Juventus shares rose over 2.7%, and the club's fan token surged over 10% to a two-month high.