Goal rounds up the top business stories of the week with Soccerex, including Juventus' sponsorship extension, a study into the use of illegal Premier League match streams and a shake up of media rights in the Eredivise.
Juventus extend Jeep sponsorship deal
Juventus have renewed their shirt sponsorship contract with Fiat Chrysler Automobiles (FCA) Italy for another three seasons.
The agreement, which starts in 2021-22, is worth €45m (£40.5m) a year plus bonuses and will see the Jeep brand on the front of Juventus shirts until the end of the 2023-24 season.
“This agreement stems from the mutual satisfaction of a successful partnership that has been accompanying Juventus and Jeep since 2012/13 sporting season,” Juventus said in a statement.
The deal is the most lucrative of all shirt sponsorship deals in Serie A.
Both Juventus and Fiat are owned Exor Group of companies, which are run by the Agnelli family.
Premier League fans' usage of illegal streams revealed
Almost 1.9 million people in the UK have illegally streamed Premier League games in 2020, according to new research from personal finance comparison site finder.com.
The survey found that four per cent of respondents had watched at least one Premier League game without paying.
Fans aged between 18 and 24 were the most likely to stream illegally, with 6% admitting to doing so. Only 3% of 40 to 54 year-old fans admitted to illegally streaming games.
The study referenced the recent scheme to make some Premier League matches available as pay-per-view as a possible influence on fans' demand for illegal streams. The scheme was abandoned in November.
Eredivisie clubs up stake in league media rights business
The Dutch top division has increased its interest in Eredivisie Media and Marketing (EMM) by acquiring Endemol Shine’s 8.82% stake in the company that controls media rights for the league.
The deal sees the Eredivisie’s interest in EMM increase from 35.28% to 44.1%.
Other shareholders in EMM include the Walt Disney Company (51%) and the Dutch Football Association (KNVB) with 4.9%.
Through EMM, the Walt Disney Company holds broadcast rights for the Eredivisie in a 12-season deal which expires at the end of the 2024-25 season and is worth an average guaranteed sum of €80m (£72m) per season.
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