New alliance in the sports business. The Juventus club of Turin has signed a collaboration agreement of merchandising together with Fanatics, a company dedicated to sports electronic commerce. The union covers ecommerce, retail, manufacturing and licensing of the Italian club’s products on a global scale.
The agreement It will be valid until the end of the 2034-2025 season“with Fanatics working alongside Juventus to grow its brand and offering of merchandise to fans in Italy and around the world,” the entities point out in a statement. Fanatics, which will become the master licensee of the club’s product portfolio, will operate the business from its headquarters in Italy.
Juventus general director of football revenue and development, Francesco Calvo, explained that “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 around the world, thanks to the global distribution and the new investments that Fanatics will make in agreement with Juventus to develop our business and create a world-class offer for our fans,” he adds.
Juventus Turin plans to reverse its red numbers in the 2026-2027 season
For his part, Stephen Dowling, international president at Fanatics, highlighted that “Juventus is recognized and supported around the world, leads the way both on and off the field, and we are honored to work with them to revolutionize the football experience. its fans both in stores and online, through new product designs and improved global availability.”
As of December 31, 2023, The Turin team had liquid assets of 12.9 million euros compared to 48.7 million euros as of June 30 of that same year.. His absence from the Champions League due to the Capital Gains Case has affected cash flow, which is added to the payment of 127 million euros made by Exor, a company owned by the club, as a share of the capital increase.
Juventus Turin plans to reverse its red numbers in the 2026-2027 season. “The plan provides for a progressive improvement in economic and financial results, with the achievement of a positive net result and cash flow in the 2026-2027 financial year,” the club explained in a statement in mid-February.
For its part, Fanatics has an established database of over one hundred million sports fans worldwide, a global partner network with over 900 sports propertiesincluding major national and international professional leagues, teams, players’ associations, athletes, celebrities, universities and college conferences, and more than 2,000 retail outlets, including its Lids commercial stores.
