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Hongji Feng
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Hongji Feng
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USDT issuer Tether announced on Friday that it has acquired a minority stake in Juventus Football Club as part of a broader strategy to integrate digital assets, AI, and biotech into sports.
The investment was executed through Tether’s investment arm, according to the announcement—separate from its stablecoin reserves—and follows the company’s previous involvement with FC Lugano via the Plan ₿ initiative.
While the company did not disclose the size or financial details of the transaction, it stated that the move aligns with its broader investment strategy.
The company has been broadening its focus, with investments spanning artificial intelligence, bitcoin mining, and biotechnology.
“Aligned with our strategic investment in Juve, Tether will be a pioneer in merging new technologies, such as digital assets, AI, and biotech, with the well-established sports industry to drive change globally,” said Tether CEO Paolo Ardoino.
The company stated that acquiring a stake in Juventus strengthens its engagement with professional football and opens the door for further integrations of blockchain-based solutions in the industry.
As part of its sports investment strategy, Tether is assembling an advisory team and has named Juan Sartori, who has experience with Sunderland AFC and AS Monaco, to serve in a leadership role in theis effort.
Ardoino reiterated the company’s commitment on social media, noting the potential to reshape aspects of football by combining digital payments with blockchain-based operational improvements.
“We will explore avenues for innovative collaborations and the potential to revolutionize the global sports landscape,” said Ardoino.
“Make Juventus Great Again,” Ardoino posted on social media.
Digital Assets in Sports: Use Cases
Beyond high-level investments, digital asset technology is finding practical applications in sports operations. Juventus’ deal with Tether and FC Lugano’s Plan ₿ illustrate how stablecoins and blockchain-based systems are used to manage transactions such as ticket sales and merchandise.
In addition, digital tokens and NFTs provide fans with a means to participate in club decision-making and to own digital memorabilia. Similar systems are being adopted across other sports, including basketball, MMA, and motorsports, as organizations seek alternative methods for processing payments and enhancing fan engagement.
These operational applications suggest that sports organizations are increasingly turning to blockchain technology not only for financial transactions but also to involve their supporter base in new ways.
Digital Finance Expands Its Reach
Tether’s stake in Juventus may point to a trend where digital finance broadens its focus well beyond its cryptocurrency origins.
As digital finance engages with traditional markets, its influence could extend into diverse sectors, prompting a reevaluation of how established business models and operational practices can evolve.
With market conditions shifting and regulatory frameworks under review, industry observers will be watching how these early steps might shape the course of broader commercial practices.
