By joining forces with one of the most iconic and historic football clubs in the world, YOKOHAMA Tyres takes another important step towards strengthening its brand presence and emotional connection with millions of consumers across Europe.
Düsseldorf, 17 August 2026 – YOKOHAMA Tyres announces a new multi-year sponsorship with Juventus Football Club, becoming Juventus Official Partner.
This agreement marks far more than a traditional sponsorship. It represents a strategic milestone in YOKOHAMA long-term growth vision and reflects the company’s ambition to elevate its brand awareness and premium positioning throughout Europe by entering the world’s most popular and influential sport.
The collaboration forms part of YOKOHAMA broader strategy to accelerate its growth trajectory across Europe. Following a period of exceptional expansion, during which the company tripled its regional turnover, YOKOHAMA is now focused on the next stage of its development through an ambitious plan to further increase market share, strengthen brand awareness and enhance its premium positioning. Partnering with Juventus, one of the world’s most iconic football clubs, provides a powerful platform to support these objectives and connect with millions of consumers across Europe and beyond leveraging the emotional power of football and the global appeal of one of the sport’s most respected institutions.
For YOKOHAMA, entering the football world through Juventus carries particular strategic meaning. Juventus is not only one of the most successful clubs in football history, but also a globally recognized symbol of excellence, passion, resilience and winning mentality. Its heritage, international fanbase and powerful brand identity make it an ideal partner for YOKOHAMA as the company continues to build stronger connections with consumers and reinforce its position among Europe’s leading premium tyre brands.
The partnership brings together two organizations united by a shared passion, commitment to performance, innovation and continuous improvement. Both brands share a rich heritage while looking firmly towards the future, making this collaboration a natural fit and a powerful platform for long-term growth.
As Juventus Official Partner, YOKOHAMA will benefit from a comprehensive marketing platform that combines prominent branding and advertising during Juventus home matches with a broad range of digital, fan engagement and hospitality initiatives. Through extensive LED perimeter visibility and in-stadium advertising, alongside access to Juventus’ global media ecosystem, the partnership will provide significant exposure to millions of passionate football fans across Europe.
“This partnership represents much more than a sponsorship. It is a strategic investment in the future of our brand and a powerful statement of our ambitions in Europe” said Gregorio Borgo, President of Yokohama Europe and Managing Officer of Yokohama Rubber Co., Ltd. “Over the last few years, we have achieved remarkable growth across the region through continuous investment in our products, our people and our customer experience and brand positioning. Partnering with a club of Juventus’ stature gives us the opportunity to enter the world of elite football alongside one of its most historic and respected institutions. Football has an unmatched ability to create passion, loyalty and emotional engagement, and Juventus offers the ideal platform to strengthen our connection with millions of consumers who share our values of performance, excellence and the pursuit of success.”
Peter Silverstone, Juventus Chief Business Officer, added: “We are delighted to welcome YOKOHAMA to the Juventus family as our Official Partner. As a Club we have a strong association with premium brands in the automotive industry, notably through our long-term partnership with Jeep, and YOKOHAMA’s arrival further strengthen this prestigious network. YOKOHAMA is a respected premium brand that shares our commitment to excellence, innovation and high performance. This partnership brings together two organisations united by a strong culture of ambition and a constant pursuit of the highest standards, both on and off the pitch.“
YOKOHAMA
Founded in Japan in 1917, YOKOHAMA Rubber Company has built extensive expertise across multiple industrial sectors, including tyres, hydraulic hoses and couplings, conveyor belts, marine products and aerospace components. The Company offers a comprehensive range of tyres for all seasons and vehicle categories, including passenger cars, SUVs, crossovers, vans, motorcycles, trucks, buses and off-road vehicles, as well as dedicated solutions for light, commercial and professional transport applications.
YOKOHAMA’s consumer tyre business is focused on growth through high value-added products, driven by its flagship ADVAN brand, synonymous with high performance, and GEOLANDAR, specifically developed for SUVs and pick-up vehicles. Motorsport plays a central role in this strategy, serving as a platform for the development and transfer of advanced technologies into commercial products.
Under its current medium-term management plan, YOKOHAMA continues to strengthen its regional product strategies, delivering tailored solutions designed to meet the specific needs and market trends of each region worldwide.
