The Marketing Strategies of Juventus

The marketing and communications manager of Juventus revealed the club’s brand enhancement strategies at SFS24.

At SFS24, a panel was held dedicated to the marketing strategies of Juventus. The main speaker was Mike Armstrong, the club’s Chief Marketing Officer, who spoke with Salvatore De Angelis, Country Manager of Cosmic.

One of the main topics discussed was the broad reach of the club’s brand: “We decided to form a partnership with Adidas to internationalize the brand and engage a different target audience. We felt this need after conducting targeted market analyses, which highlighted the young age of our fanbase. We are always very focused on identifying new trends, as evidenced by the creation of the Juventus Creator Lab”.

The marketing and communications manager of Juventus clarified: “We place a strong emphasis on our club’s identity on social media, although it’s not always easy to reconcile this with the language of some platforms. We try to create content that doesn’t just focus on the players, as demonstrated by the creation of Team Jay, a cartoon series on our YouTube channel”.

“We are very attentive to social issues,” Armstrong added, “particularly mental health, across all our teams. Together with TikTok, we launched a campaign featuring the Women’s team, and we shared the personal story of Fagioli“.