09 November 2017
Juventus shared its journey from football club to global brand, a transformation encapsulated by the new Black and White and More philosophy, as it took part in Brand Licensing Europe (BLE) in London from 10 to 12 October.
The event was a significant opportunity for the club to showcase its licensing strategy on a vast, international stage, not just as a football team but as an iconic brand in the sports entertainment industry.
The Juventus stand at BLE offered an evocative taste of the Bianconeri’s new brand proposition, while the club was also the subject of the cover story of the autumn edition of sector magazine Total Brand Licensing.
The magazine, which is one of the leading publications in the brand, licensing and retail sector, underlined the evolution of the Juventus brand and the effective licensing strategies deployed to reach the club’s international supporter base, which includes a digital community of 48 million global users and monthly global reach of 264 million.
One of the key parts of this strategy is the club’s activities in the retail sector, with an ever-expanding range of licensed products, new distribution channels and an increasingly vast network of resellers. Total Brand Licensing also placed particular focus on the recent multi-year agreement with IMG, which will see Juventus significantly increase its licensing activities in China, Japan, Hong Kong and Australia.
The Juventus strategy is – according to the magazine – aiming to further broaden its horizons to reach an even larger audience, changing the standard perception of a football club and conveying the very spirit and DNA of Juventus that has ceased to be a mere football team and instead become a fully-fledged icon of sporting entertainment.
