Some might already know this but for those who didn’t really know how it works:
There is a lot of misunderstanding and many people are misguided around JEEP sponsoring Juventus. Many people want more money to be added as a sponsorship. But that's not how it works.
JEEP/FIAT/Ferrari/Juventus/EXOR have the same people sitting in key positions on the board. It's run by the same people with similar interests in mind. They're a family. So, if Andrea Agnelli, does indeed have a problem with a low sponsorship money to Juventus, he can always enforce a change as he sits on the board of the aforementioned companies. But he would need to convince other board members as to why Juventus deserves a special injection of money compared to the other aforementioned investments.
Juve listing EXOR as a primary brand sponsor is a way to divert the injection of cash from the main ownership in a legal way. If EXOR put in more money, they could be categorized as a secondary owner by UEFA's system and so owners have limits investing money. If Juve don't list JEEP as a brand sponsor, there's a greater limit on EXOR & they won't be able to divert money via JEEP as a sponsor. And also they want everything to be in the same family, as a matter of trust. The sponsors too effect the image of a club's brand as we have seen with some Middle Eastern and Russian brands, who are alleged to have commited crimes.
There are rules with FFP. Excessive cash via a sponsor can be listed as a secondary owner and there are restrictions for owners to put in money. There's something called as "fair value". Let's assume EXOR agree to put in €50m and Juve list this on their balance sheet for UEFA's CFCB to assess. It still won't be accepted because UEFA's CFCB have analysts and auditors to understand the fair value of each sponsor to all clubs. This "fair value" presents risks for JEEP to be categorized as a secondary owner, and subsequently be rejected by UEFA or resulting in Juventus being sanctioned. Milan presented their financial plan to UEFA's CFCB last year for FFP reasons & got initially rejected as UEFA's CFCB felt they overestimated certain values.
There's also some confusion around Roma's deal with Qatar Airways and how it compares to Juve's deal with JEEP. Roma's deal with Qatar Airways as per Calcio & Finanza is €40m for 3-fiscal years, which is €13.33m / fiscal year. Juve's deal [officially] with JEEP is €17m + €4m in performance based bonuses / fiscal year. Juve's deal with JEEP is more lucrative than Roma's deal with Qatar Airways.
I don't understand why we constantly keep bringing up JEEP than raise the point on other aspects.
TV deal in Serie-A is low & they're talking of distributing it more evenly from next season, which results in a cash loss for Juventus. Juventus fans barely question Serie-A's ability to market, the way they brand the product.
We are behind the big clubs because of the TV money. We all know about the lucrative billion Euros TV deal in England and about the lack of uniform distribution in Spain.
We are also behind the big clubs in a commercial sense [excluding brand sponsors]. But, Juventus as a club is at least working hard and improving our commercial sector.
What about Serie-A? They're not doing much. They always give an impression that they are run by dinosaurs. They don't know to promote the league. They don't know how to market the important games and the important clubs in lucrative markets. You can just look into the effort they put on major digital platform and compare this with EPL, La Liga, BundesLiga, Ligue-1 & MLS. There's such great history of important clubs and so much fan following in Asia/Oceania, Nigeria, North Africa/Middle East & North/South America. But Serie-A's lack of competence makes it very hard for Italian teams to grow.
Regarding FFP, Juventus know what they're doing. They know the required limits for JEEP. UEFA's CFCB also helps them out to understand these limits. That's why we have never had problems with FFP. We have a plan, a structure and we have been following it.
I think people are misguided to blame EXOR.