Finom becomes Juventus' official B2B Financial Platform Partner, opening Allianz Stadium to Europe's entrepreneurs
Finom becomes Juventus' official B2B Financial Platform Partner, opening Allianz Stadium to Europe's entrepreneurs
The multi-year partnership gives Finom’s community matchday hospitality, stadium tours and a dedicated entrepreneurs' event at Allianz Stadium, starting with the 2026/27 season.
AMSTERDAM / TURIN, 2 September 2026 - Finom, the European financial platform built for entrepreneurs, today announced a multi-year partnership with Juventus Football Club, becoming the club's official B2B Financial Platform Partner across Europe from the 2026/27 season.
Why Juventus
In 1897 a group of students in Turin decided to start a football club. They had no money, no ground and no name anyone knew. Their first shirts were pink, sewn by one player's father. The colour faded with washing, so the club asked its one English member to find replacements from England, something that would last. What came back were black and white stripes. The most recognisable identity in Italian football began as a fix for a supply problem.
A century later, the club did something no Italian club had done. It tore down the ground it had been playing in and built its own, for around €155 million, becoming the first club in the country to own and operate a modern stadium.
Big financial brands are built either for consumers or for large corporations. The people who run their own business have rarely been anyone's flagship audience: they get the smaller product, and the smaller stage. This partnership is Finom's argument that they deserve both.
“A football club and someone running their own business share one thing nobody romanticises. You're judged on the result every week, and nobody accepts the explanation. You don't win with one star either - you win with the squad you picked, and with the changes you're willing to make in public, while the game is still running. That's not a metaphor for our customers. That's their entrepreneurial Monday.”
Andrew Petrov, CEO and Co-Founder, Finom
Why Italy
Italy is home to close to five million people running their own business - one of the largest such populations in Europe, and one carrying among the heaviest administrative loads: mandatory e-invoicing, fragmented banking relationships, and financial tools built either for consumers or for large corporations. That is the gap Finom was built to close.
The partnership in brief
The partnership is built to deliver access, not only visibility. Over the coming seasons, entrepreneurs everywhere will be brought into the Juventus world through matchday hospitality, stadium tours, and a dedicated "Powered by Finom" event for them hosted at Allianz Stadium.
Large companies have always been able to take their clients to the box. People running their own business are rarely invited. This partnership changes that for Finom's customers.
Supporting rights include pitch-side LED visibility at Allianz Stadium, collaborations with the Juventus Creator Lab, and access to first-team player imagery. The category is exclusive to Finom across Europe. There is no co-branded card or product integration with the club.
"We are pleased to welcome Finom, as Juventus’ B2B Financial Platform Partner. This partnership reflects our continued commitment to bringing ambitious, fast-growing companies into the Juventus family, thanks to partners that share our drive for innovation, international growth and meaningful connections with their communities," commented Peter Silvestone, Juventus Chief Business Officer. "Together, we look forward to creating valuable experiences for entrepreneurs, combining the strength of the Juventus brand with Finom’s mission to support the businesses that power local economies every day."
Joining a real trend in European football
European football is going through a shift as sponsorship categories increasingly open up to fintech and financial-services platforms. Where peers have taken visible kit placements, Finom’s partnership with Juventus is built around something different: direct access for its customers at one of the largest platforms in European football, not just brand visibility.
“Pairing Finom with a club of this scale and history in Italy is a deliberate bet on the market, not an opportunistic sponsorship buy. Finom isn’t sponsoring from the sidelines, it’s putting entrepreneurs and its wider community where the action is.” Alberto Tosi, Partnerships & Business Development Manager.
About Finom
Finom is the all-in-one financial platform built for European entrepreneurs, freelancers and SMEs, offering business accounts, multi-currency payments, cards, accounting, invoicing and expense management. Headquartered in the Netherlands, Finom serves 300,000 businesses across Europe, holds an Electronic Money Institution licence issued by De Nederlandsche Bank (DNB), and is an official Visa card partner. Finom raised a €115M Series C in June 2025, bringing total funding to more than €300M. Learn more at finom.co.
About Juventus Football Club
Founded in 1897, Juventus is the most followed club in Italy and one of the most popular decorated football clubs in the world. All Juventus’ records and successes have been achieved under the stewardship of the Agnelli family, which has owned the Club for more than over 100 years. Juventus’ success and prominence have enabled it to build an exceptional global reach of more than 561 million fans. Juventus’ exceptional digital ecosystem, with almost 200 million followers worldwide, stands out as the first and largest Italian brand on social media.
Among the players who have worn the iconic black and white striped jersey there are some of the greatest players of football history, including Italian legends such as like the Italians Boniperti, Del Piero, Pirlo, Buffon, Chiellini and Locatelli, as well as and the international stars such as Platini, Baggio, Zidane, Nedved, Ibrahimovic, Cristiano Ronaldo and Yildiz.
The Club’s mission is to be a sport entertainment company committed to achieving success on the pitch and to provide people’s life community, connection and meaningful experiences in people’s lives. Starting from its core business, Juventus aims to continue to remain a pioneer in the sports industry through innovation and a strong commitment to sustainability, reaching broader audiences and expanding into cultural and lifestyle spheres through innovative collaborations with leading brands. Learn more at juventus.com.
