Tether joins the game—How crypto is gaining ground in football
A surprise move by the top stablecoin issuer signals deeper crypto integration in sports
In a surprising move, Tether, the company behind the world’s largest stablecoin (USDT), has invested in Juventus FC, one of Italy’s biggest football clubs. The announcement sent shockwaves through the crypto and sports worlds, sparking a massive price surge for football-related cryptocurrencies.
The Juventus Fan Token ($JUV), a digital asset that gives fans special perks and voting rights within the club, skyrocketed over 200% in value before settling at a 120% gain over 24 hours. The excitement didn’t stop there—other club fan tokens like S.S. Lazio ($LAZIO) and FC Porto ($PORTO) also jumped by more than 10% following the news.
"Make Juventus Great Again," Tether CEO Paolo Ardoino wrote on X.
Make Juventus Great Again
— Paolo Ardoino 🤖🍐 (@paoloardoino) February 16, 2025
But what exactly does Tether’s investment mean?
Tether did not reveal the amount it invested but confirmed it did not purchase shares from Juventus' majority owner, the Agnelli family. Instead, it describes the deal as a “strategic investment” aimed at expanding blockchain’s presence in the sports industry.
As crypto and football continue to merge, this deal highlights how blockchain projects are increasingly influencing mainstream industries. With fan tokens gaining popularity, could this be just the beginning of crypto's role in professional sports?
Tether has emerged as a dominant force in the booming market for stablecoins, which are designed to maintain a constant value by being pegged to traditional currencies and offer users a way to move money between cryptocurrencies without exposure to price swings.
"Aligned with our strategic investment in Juve, Tether will be a pioneer in merging new technologies... with the well-established sports industry," Ardoino said in a company statement.
