Juventus FC join hands with Felicia ahead of new season

Juventus Football Club have announced a partnership with Felicia, a food brand of Andriani Società Benefit, roping it in as their Official Healthy Food Partner.

The partnership will see The Old Lady and Felicia work together on promoting conscious consumption habits and highlighting the importance of a balanced diet in a healthy lifestyle. Felicia will enjoy branding exposure across various Juve assets, as well as work with the Italian club on digital content and curated fan experiences.

Felicia’s branding rights at the Juve home ground, Allianz Stadium, will cover the Bianconeri‘s Serie A and Coppa Italia games, with “activities at the Juventus Training Center and the production of exclusive content developed in collaboration with Juventus Creator Lab” also part of the agreement. Felicia products will also be part of the Juventus men’s first team’s nutritional plan.

Peter Silverstone, Juventus Chief Business Officer, Juventus FC, 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.”