Juventus signs new deal with Heineken

Italian football club Juventus FC have announced a new multi-year partnership with Heineken, who will join the club as their Official Beer Partner and will work with the club to enhance fan experience and bring the fans closer to the club. The partnership will see Heineken work on activations, experiential areas and post?match entertainment moments, and post every home game, he Club Sivori, the exclusive hospitality within the stadium, will host the Heineken Extra Time Experience: a curated experience to bring guests and fans together in an authentic and shared celebration. 

Peter Silverstone, Chief Business Officer of Juventus, commented,

“We are proud to announce this partnership with Heineken, bringing together two of the world’s most iconic brands and businesses. Heineken’s decision to partner with Juventus further reflects the strength and global positioning of our brand and our unrivalled position as the most globally supported Italian team. This collaboration also aims to further elevate the fan experience across all areas of the Allianz Stadium, a venue that records the highest occupancy rate in Serie A and delivers an excellent fan experience across the whole stadium.”

Michela Filippi, Marketing Director of HEINEKEN Italy, added,

“This partnership represents an extremely important opportunity for Heineken to strengthen its connection with the world of football—a universal language capable of uniting people and passions around the globe. Together with Juventus Football Club, one of the most beloved teams in Italy and followed internationally, we aim to create unique experiences that engage fans of all generations and celebrate the passion, sharing and sense of belonging that make football such a special sport.”