Juventus accelerate merchandising efforts with Fanatics partnership until 2035


Juventus have announced a groundbreaking global partnership with Fanatics, a leading digital sports platform, to enhance its e-commerce, retail, and merchandising operations. This ambitious agreement, set to last 11 years, will extend through the 2034/2035 season, marking one of the most comprehensive deals in the sports merchandising landscape.

Under this new agreement, Fanatics will become the Master Licensee for Juventus’ merchandising, managing operations from its Fanatics Italy headquarters. This collaboration aims to leverage both local expertise and global capabilities to provide Juventus fans worldwide with a top-tier shopping experience and access to a wide range of products.

Francesco Calvo, Managing Director of Revenue & Football Development at Juventus, expressed his enthusiasm for the partnership: “The world of merchandising has undergone incredible changes over the past decade, thanks to players like Fanatics who have revolutionized the sector globally. We are proud to join forces with a global leader to develop such a strategic and fundamental part of our business. This partnership will allow us to connect with our fans worldwide through global distribution and new investments that Fanatics will make in agreement with Juventus to develop our business and create a truly world-class offering for our supporters.”

Stephen Dowling, President of International at Fanatics, echoed Calvo’s sentiments: “Juventus is one of the most iconic football clubs in the world, with fans in every corner of the globe. We are honored to work with them to revolutionize the fan experience both in-store and online, through new product designs and better global availability. This new partnership is one of the most ambitious we have ever signed with a club, demonstrating Juventus’ forward-thinking approach, allowing us to achieve a comprehensive and innovative agreement.”

Fanatics, which collaborates with over 900 sports organizations, teams, and leagues worldwide, including UEFA, NFL, NBA, MLB, NHL, the International Olympic Committee, and Formula One, operates more than 80 offices and facilities globally. With a network of over 2,000 physical retail points and a multilingual digital platform, Fanatics is well-equipped to reach millions of fans around the world. The new online store will offer Juventus fans an innovative shopping experience, providing access to one of the most extensive ranges of Juventus products ever available.

Lorenzo Forte, CEO of Fanatics Italy, highlighted the importance of the partnership: “We understand the history and significance of Juventus for Italian and global football. The Fanatics team here in Italy will work tirelessly to ensure that all Juventus fans, both in Turin and around the world, receive world-class service, products, and experiences when they visit the e-commerce and retail stores. Our experience and knowledge of football here in Italy are unparalleled, and we look forward to starting this new partnership with this historic club.”


Serie A obsessive.