Jeep has signed a three-year, $45 million marketing deal with an Italian professional football club.
The agreement could help the brand make inroads in Europe, where SUVs are uncommon.
The Jeep logo will soon appear on the backs of the jerseys worn by the Italian soccer team Juventus. The team will also get Jeeps for club use.
Michigan Radio sports commentator John U. Bacon says it’s an aggressive marketing ploy that will almost certainly boost Jeep’s brand awareness in Europe.