Juventus, Fanatics Sign Licensing and Merchandise Deal

Italian football club, Juventus, and Fanatics have announced a wide-ranging partnership across e-commerce, retail, manufacturing and licensing that will see Fanatics manage all aspects of Juventus merchandise offering worldwide.

The new partnership will run until the end of the 2034/2035 season, with Fanatics working alongside Juventus to grow its brand and merchandise offering to fans across Italy and globally.

Fanatics will become the master licensee for the Juventus merchandise portfolio and will operate the business from its Fanatics Italy headquarters, utilizing both its local expertise and its global capabilities to deliver access to products for Juventus fans everywhere.

Juventus, the most successful club in Italian football and renowned across the world for its iconic black and white striped jersey, will benefit from Fanatics’ experience in product manufacturing and distribution, e-commerce operation, physical retail excellence and licensee network.

“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 revolutionized the industry across the world,” says Francesco Calvo, managing director revenue and football development, Juventus. “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.”

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“Juventus is one of the iconic clubs in world football,” says Stephen Dowling, president, international, Fanatics. “The club is recognized and supported across the globe, it leads the way both on and off the pitch, and we are honored 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.”

“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,” says Lorenzo Forte, chief executive officer, Fanatics Italy. “Our knowledge and understanding of football here in Italy is unrivaled, and we can’t wait to begin our new partnership together with this historic club.”