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Fanatics scores ‘groundbreaking’ new global merchandise partnership with Juventus

Fanatics has secured a wide-ranging partnership across ecommerce, retail, manufacturing and licensing that will see it manage all aspects of Juventus’ merchandise offering worldwide.

The new partnership – one of the most comprehensive and ambitious club deals ever agreed in sports merchandising – 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 into every corner of the world.

Fanatics – which as part of the deal will become the master licensee for the Juventus merchandise portfolio – will operate the business from its Fanatics Italy headquarters, utilising both its local expertise and its global capabilities.

“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 revolutionised the industry across the world,” commented Francesco Calvo, managing director revenue and football development at 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.”

Francesco Calvo, md revenue and football development at Juventus (left) and Stephen Dowling, president of international at Fanatics.
Francesco Calvo, md revenue and football development at Juventus (left) and Stephen Dowling, president of international at Fanatics.

Stephen Dowling, president of international at Fanatics, continued: “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 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 testament to Juventus’ forward thinking and progressive mindset that we have agreed such a comprehensive and groundbreaking deal.”

Lorenzo Forte, ceo at Fanatics Italy, added: “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.”

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