Juventus taps into growth of women’s football with new partnership

Juventus logo.
Editorial credit: malgosia janicka / Shutterstock.com

Juventus FC has announced female lifestyle magazine Fem as the new front-of-shirt sponsor of its women’s team.

News about the partnership was announced just ahead of the Juventus Women’s matchup against their Barcelona counterparts in the kickoff for the Gamper Trophy on August 24.

It builds on a period of exponential growth for the women’s game, with it engaging a new audience during the World Cup in Australia. Italy exited the World Cup at the group stage, however Europe experienced a spike in women’s football engagement off the back of the competition.

Further underlining the growth of the sport in the region, in 2019, the women’s side made their debut at the club’s flagship Allianz Arena, in front of a record 39,000 crowd.

Daria Bernardoni, General Manager of Fem, commented: “The partnership with Juventus puts Fem at the centre of a sport that we are used to seeing for the men’s side, but which has so much more hidden.

“Discovering the world of women’s football with Juventus Women will allow us to tell the stories of so many female athletes who share their passion but, like all women, face daily challenges in sport and in life.”

Alongside the Fem logo being placed on the front of Juve Women’s home, away, third and training jerseys for both the Serie A and this year’s Women’s Champions League, the partnership also entails that tailored fan content will be produced for Fem’s online web portal.

Fem is part of the GEDI Group and focuses on delivering daily content relevant to a female audience – from wellbeing and relationships to fashion and now sport.

Tiziana Di Gioia, Juventus’ Chief Commercial Officer, added: “We are delighted to welcome Fem as the official shirt sponsor of Juventus Women.

“This partnership represents an opportunity to promote the evolution and growth of women’s sport and the community through exclusive interviews, podcasts and editorial projects that will feature our players as the main features.”

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