Juventus FC sign global merchandise deal with Fanatics

This extensive deal has granted Fanatics the exclusive worldwide rights to manage Juventus FC's merchandise across all channels until the end of the 2034-2035 season.

The Serie A powerhouse, Juventus FC have announced Fanatics, a leading global sports merchandise company, as their master licensee.

This extensive deal has granted the global sports merchandise leader the exclusive worldwide rights to manage La Vecchia Signora’s merchandise across all channels, including e-commerce, retail stores, manufacturing, and licensing.

The long-term agreement, lasting until the end of the 2034-2035 season, has signified a strategic alliance for both parties. The Old Lady aims to leverage the leading sports merchandise company’s extensive global reach and industry expertise to significantly boost its brand presence and elevate the merchandise experience for its passionate fanbase around the world.

Commenting on the association, Francesco Calvo, Managing Director Revenue & Football Development at Juventus, said, “The world of merchandising has undergone an incredible evolution over the last ten or so years thanks to the entry of a player like Fanatics, which has revolutionized 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.”

Stephen Dowling, President of International at Fanatics, said, “Juventus is one of the iconic clubs in world football. The club is recognized 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 revolutionize the experience for its fans both in-store 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 a testament to Juventus’ forward thinking and progressive mindset that we have agreed to such a comprehensive and groundbreaking deal.”

Lorenzo Forte, CEO of Fanatics Italy, said, “We understand the history and significance of Juventus to both Italian and global football, and the Fanatics team based here in Italy will work non-stop to make sure that Juventus fans, both in Turin but also across the world, are given a world-class service, world-class products and world-class experience when they visit us. Our knowledge and understanding of football here in Italy is unrivalled, and we can’t wait to begin our new partnership together with this historic club.”

The agreement is expected to enhance Bianconeri’s global brand recognition significantly. Fans can anticipate an improved online store with a wider and more diverse selection of merchandise, catering to every supporter’s preferences.

Fanatics is a leading global sports merchandise company with partnerships with over 900 leading sporting organizations, teams, and leagues worldwide. The sports merchandise giant’s portfolio consists of Baltimore Ravens, the Premier League (PL), the Laver Cup, Hibernian Football Club and more.

Prior to this deal, Juventus also partnered with Instant Casino, the sports marketing agency Two Circles, and the cryptocurrency exchange platform Zondacrypto.

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