Devasini and Tether Land in Turin: When the Crypto King Meets the Old Lady

In the global football scene, where investors usually come from the Middle East and sovereign foundations, an unexpected move has surprised everyone. Giancarlo Devasini, a key figure in the global blockchain ecosystem, has entered Juventus's capital with a minority stake of 5%, corresponding to 47 million euros. This is not just a simple financial operation: it represents the first significant entry of the crypto world into the offices of one of Europe's most prestigious clubs.

Who is Devasini really? At 61 years old, this former plastic surgeon is now the fourth richest man in Italy with an estimated wealth of over 9 billion euros. His wealth mainly comes from Tether, the entity that revolutionized the cryptocurrency market by creating the most widely used stablecoin globally. With an operational base in El Salvador, Tether manages an economic flow of about 141 billion dollars and boasts a community of over 350 million users.

The scope of this company is difficult to grasp with traditional metrics. To give an idea: Tether owns more US Treasury securities than the combined holdings of Germany and Australia's national treasuries. A concentration of capital rarely seen in the crypto sector before now.

Devasini's network extends far beyond stablecoins. Howard Lutnick, former Secretary of Commerce during the Trump administration, has expressed confidence by investing around 600 million dollars in convertible bonds of Tether. Additionally, the company has channeled 775 million dollars toward Rumble, the social platform that offers an alternative for libertarian communities, signaling a strategic diversification beyond the financial sector alone.

Devasini's personal profile is notably discreet compared to his economic influence. During his stay in Lugano, he rented a three-room apartment for 1,400 euros per month, a modest lifestyle for someone of his stature. Rarely granting interviews, he maintains a low media profile.

With this move toward Juventus, Devasini symbolically returns to Turin, the city where he was born. Entry into Italian football represents not only a diversification of investment but also a declaration of intent: the crypto sector is now ready to compete in traditional markets with concrete capital and long-term strategies.