The contract with SPORTFIVE is for 12 years ending june 30th 2023, thus in actual fact the contract really begins from july 1st 2011. So I am thinking that SPORTFIVE was keeping the identity of the stadium sponsor a secret until their agreement with JUVENTUS had officially started. So IMO if friday is the first of july, then by MONDAY the 4th of july (start of the new week), the name should be revealed, allowing the SPONSOR (company name) to get as much exposure as legally possible.