Juventus has selected Fanatics, a digital sports platform, to manage all aspects of the Italian club’s merchandise offering across the globe.

Under the partnership, Fanatics will collaborate with Juventus to grow the club’s brand and merchandise offering to fans across Italy and globally, with the deal running until the end of the 2034/25 season. 

In order to help with that mission, Fanatics has become the master licensee for the Juventus merchandise portfolio and will work out of its headquarters in Italy, using both local and global experience to provide the best service for the Serie A club. 

Francesco Calvo, Managing Director of Revenue and Football Development at Juventus, said: “The world of merchandising has undergone an incredible evolution over the last 10 or so years thanks to the entry of a player like Fanatics, which has revolutionised the industry across the world.

“We are proud to join forces with a global leader like Fanatics for the development of such a strategic and fundamental part of our business. This partnership will allow us to get closer to our fans all over the world, thanks to global distribution and new investments that Fanatics will make in agreement with Juventus to develop our business to create a truly world class offering to our supporters.”

Fanatics, which partners with more than 900 leading sporting organisations, teams and leagues in the world including several leading European football clubs, has bolstered that portfolio already this year.

The digital sports platform partnered with the Premier League in May, with the league naming Fanatics Collectibles its exclusive provider of trading cards, trading card games and stickers. 

Stephen Dowling, President of International at Fanatics, commented: “Juventus is one of the iconic clubs in world football. The club is recognised and supported across the globe, it leads the way both on and off the pitch, and we are honoured to be working with it to revolutionise the experience for its fans both instore and online, through new product designs and better availability worldwide. 

“This new partnership is one of the most ambitious we have ever agreed with an individual club, and it is testament to Juventus’ forward thinking and progressive mindset that we have agreed such a comprehensive and groundbreaking deal.”

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