Following this deal, the brand became the new front-of-the-shirt sponsor of Juventus’ women’s team.
Women’s football has rapidly grown in popularity recently, and the FIFA Women’s World Cup 2023 in Australia and New Zealand saw it attract new fans. Italy was eliminated from the World Cup in the group stage, but as a result of the competition, interest in women’s football increased across Europe.
In 2019, the women’s team made its debut at the club’s home Allianz Arena, in the presence of a record 39,000 spectators, further demonstrating the popularity of the sport in the area.
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.”
Furthermore, the collaboration calls for the creation of specialized fan material for Fem’s online platform in addition to placing the Fem logo on the front of Juve Women’s home, away, third, and training jerseys for both the Serie A and this year’s UEFA Women’s Champions League.
Fem, which is a member of the GEDI Group, concentrates on providing daily material that is pertinent to a female readership, including articles on relationships, fashion, and, as of recently, sports.
Tiziana Di Gioia, Juventus’ Chief Commercial Officer, said, “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.”