The iconic Italian club, Juventus, have confirmed that it has entered into a commercial partnership with Heineken, appointing the Dutch brewing company as the club’s official beer partner.
The agreement has brought Heineken branding to the Allianz Stadium in Turin, where the company has secured prominent matchday visibility through LED perimeter advertising, hospitality integrations and dedicated in-stadium activations. Heineken products are made available across general concessions and premium hospitality areas during all home fixtures and selected club events.
As part of the collaboration, the Club Sivori hospitality space has introduced the Heineken® Extra Time Experience following every home match. The activation is designed as a post-match gathering moment, offering guests and fans a curated environment aimed at celebrating the matchday atmosphere beyond the final whistle.
Peter Silverstone, Chief Business Officer of Juventus, said, “We are proud to announce this partnership with Heineken, bringing together two of the world’s most iconic brands and businesses. Heineken’s decision to partner with Juventus further reflects the strength and global positioning of our brand and our unrivalled position as the most globally supported Italian team. This collaboration also aims to further elevate the fan experience across all areas of the Allianz Stadium, a venue that records the highest occupancy rate in Serie A and delivers an excellent fan experience across the whole stadium.”
Michela Filippi, Marketing Director of HEINEKEN Italy, added, “This partnership represents an extremely important opportunity for Heineken® to strengthen its connection with the world of football—a universal language capable of uniting people and passions around the globe. Together with Juventus Football Club, one of the most beloved teams in Italy and followed internationally, we aim to create unique experiences that engage fans of all generations and celebrate the passion, sharing and sense of belonging that make football such a special sport.”
For Juventus, the partnership has expanded their commercial portfolio within the beverage category, securing exclusive pouring rights and unlocking new experiential opportunities on matchdays. For Heineken, the deal has deepened its footprint within elite football properties, reinforcing a long-standing strategy of aligning with premium sporting platforms to drive brand visibility and consumer engagement.
The collaboration underscores the continued convergence of global beverage brands and top-tier football clubs, where stadium environments, hospitality offerings and fan engagement initiatives have become central to long-term commercial growth.
