It's benefiting both parties IMO.
Exor own the majority share of Juventus.
Exor also own a significant share of Fiat.
Fiat owns Chrysler which owns the Jeep brand.
Fiat paying Juventus 35M for the jerseys, obviously benefits the Agnelli family, and it benefits the Elkann's too because they own Fiat/Jeep which is getting advertising/publicity.
I do believe Agnelli will use some of that money for the mercato.
Out of curiosity, have you worked in any stock market ?
I'm no expert but I've worked for 5 years as a broker and believe me deals like this would rise many eyebrows, It's called conflict of Interest.
It's not about who owns what, the Elkanns own both Chrysler and Juve but one earns them revenues in the BILLIONS (Chrysler) precisely 55 Billions while Juve barely makes 150 Millions in revenues. They no doubt will look after the interest of their bigger company of the two first.
Next year we're gonna play in the Champions league And that's football biggest competition in the world. The exposure will be huge, perhaps Billions of people around the world will watch teams playing (specially if we manage to progress to the 2nd round of the competition). A promotion for your Brand in such a tournament is huge and John can't let such an opportunity slips away.
Chrysler's profit has created a role reversal of sorts. When the U.S. government picked Marchionne to take control of Chrysler after the bankruptcy, Fiat was seen as a savior. Now Fiat, which owns 58.5 percent of Chrysler, is struggling and may need the U.S. company's help to survive economic problems in Europe
Fiat needs Chrysler help more than Juve to survive in the future, in a way they're using Juve to promote a Chrysler division "Jeep" to the world ( and no better place to do that than Juve in a huge competition in the CL), even though it's 100% legitimate what they're doing but like I've said if I were a Juve shareholder I'd be really pissed.
The club isn't making huge profit from that deal (pretty much similar to Betclic's deal), so from a financial point of view we're not making much progress from that deal.