Juventus joins hands with Felicia ahead of new season

Italian football club Juventus has announced a new partnership with food brand Felicia who will join the club as their Official Healthy Food Partner. The partnership will see Juventus and Felicia work together on promoting conscious consumption habits and highlight the importance of a balanced diet in a healthy lifestyle. Felicia will have branding across Juventus’ various assets and will work with the Italian club on digital content and curate fan experiences. Felicia will have branding at the Allianz Stadium during Juventus’ Serie A and Italian Cup games and work on activities at the Juventus Training Center. 

Both will also collaborate to create content with the Juventus Creator Lab along with Felicia being part of the club’s day-to-day operations including being part of the Juventus men’s team’s nutritional plan. 

Peter Silverstone, Juventus Chief Business Officer, Juventus, commented,

“The agreement between Juventus and Felicia represents another step in the development of initiatives capable of generating value for both the Club and its partners. The practical integration of Felicia products into the daily diets of our athletes provides authentic evidence of their use in the lives of Juventus players. This partnership also helps to strengthen our ecosystem through the addition of a highly recognisable brand that shares our commitment to innovation, quality and wellbeing.”

Marco Lentini, Marketing Director of Andriani Societa Benefit, added,

“This partnership marks an important milestone in Felicia’s journey to strengthen its presence in the world of sport through the promotion of a positive and responsible approach to nutrition. Working with an organisation such as Juventus means helping to raise awareness of issues related to wellbeing, taste, and the value of food biodiversity. It is the meeting of shared values and a common ability to create authentic connections between people, generations and communities.”