Finom Partners With Juventus FC as Official B2B Financial Platform

Finom has secured a multi-year partnership with Juventus Football Club to become its official B2B Financial Platform Partner across Europe. For fintech professionals, this move signals a shift in sports sponsorship strategy, moving away from simple brand awareness toward high-value networking and experiential engagement for the underserved SME and freelancer segments in the Italian market.

What was announced

Finom, the Amsterdam-based financial platform, has entered into a multi-year agreement with Juventus Football Club to serve as its official B2B Financial Platform Partner across Europe. The partnership is strategically focused on the Italian market, where Finom identifies a population of nearly five million entrepreneurs and freelancers who have been historically underserved by traditional banking institutions. While the agreement provides Finom with category exclusivity, it notably excludes any co-branded cards or direct product integrations with the club. Instead, the collaboration is designed to provide Finom’s 300,000 business customers and wider network with direct access to the Juventus ecosystem.

This access includes a dedicated "Powered by Finom" event hosted at the Allianz Stadium, alongside matchday hospitality and stadium tours. On the digital and broadcast side, Finom will receive LED visibility during matches at the Allianz Stadium and will collaborate with the Juventus Creator Lab. The platform also gains access to first-team player imagery to support its marketing efforts. By aligning with a club that boasts a global fan base of 561 million people, Finom aims to elevate the profile of independent business owners, positioning them at the center of a partnership built on shared values of resilience and ambition. The deal reflects a broader shift in European football where sponsorship categories are increasingly opening up to fintech and financial-services platforms, though Finom is opting for direct engagement over kit placement.

"Big financial brands are built either for consumers or for large corporations. The people who run their own business rarely get the bigger stage, and we believe they should have it. Italy is one of our most important markets, home to almost 5 million entrepreneurs, and there's no better way to stand alongside them than through a club with this history and this following. Entrepreneurs live by the same rule a club does: you're judged on the result every week, and you win with the squad you picked. Over the coming seasons we'll be bringing them into Allianz Stadium, not just our logo."

Andrew Petrov, CEO and Co-Founder, Finom.

The companies involved

Finom is a European financial platform specifically designed for entrepreneurs, freelancers, and small-to-medium enterprises. Headquartered in Amsterdam and with a significant presence in Turin, the company has established a significant footprint in the European fintech landscape, currently serving a user base of 300,000 businesses. The platform integrates various financial services to streamline the operations of independent professionals, a segment that often faces friction when dealing with legacy banking systems. Juventus Football Club, based in Turin, is one of the most storied institutions in global sports. Founded in 1897 by a group of students, the club has grown from a local initiative into a massive commercial entity with over half a billion fans worldwide.

The club's origins as a project built from nothing by a small group mirrors the entrepreneurial instinct Finom identifies in its own customer base. Juventus has a history of seeking international growth and innovation, often partnering with fast-growing companies to expand its community engagement. In the broader financial ecosystem, Finom operates within a regulatory environment that includes oversight from bodies like De Nederlandsche Bank and maintains relationships with major payment networks such as Visa to facilitate its service delivery. This partnership with Juventus marks a significant step in Finom’s efforts to deepen its roots in Italy, which remains one of its most critical European markets.

What this means

This partnership signals a maturing of fintech sports marketing, moving away from the "logo-on-a-shirt" land grab toward high-touch B2B relationship building. By eschewing a co-branded card in favor of stadium access and hospitality, Finom is betting that experiential value will resonate more with time-poor entrepreneurs than another piece of plastic. This puts significant pressure on traditional Italian banks, which have long relied on local dominance but often lack the brand agility to compete with such high-profile, lifestyle-integrated marketing. The move raises questions about whether other B2B fintechs will follow suit, pivoting their sponsorship budgets toward exclusive experiences that facilitate networking rather than simple mass-market visibility.