Juventus Aims to Monetize Global Fanbase Through Content and Creator Lab
Global football is experiencing unprecedented international visibility, fueled by the explosion of digital platforms and social media. However, as discussed at the , a leading European sports business event, the industry has yet to find a sustainable structural solution to transform online attention into stable and lasting revenue. Juventus FC is directly addressing this challenge.
A Young, Global Fanbase
Juventus Marketing Director Marco Castellaneta highlighted the club’s starting point, stating, “We have almost 200 million followers on social media. More than 90% are outside of Italy. Our audience is international, and young: 40% are under 24 years old.” This figure increases on platforms like TikTok, Instagram, and Snapchat, which are now central to the club’s content distribution strategy.
International Growth is Key
According to Castellaneta, Juventus’s future growth will not come from Italy, but from international markets. “We are already the most supported club and the first Italian brand on social media. The space for growth for top clubs is definitively in international markets.” This understanding shapes the club’s strategic choices, increasingly focused on reaching fans who experience the club through their smartphones rather than in the stadium.
Beyond the “Hardcore” Fan: Content as the Driver
The concept of a fan is evolving. Castellaneta explained, “Alongside the hardcore fans, there is a huge base of casual fans who probably don’t even follow the results.” content has become the primary driver of acquisition. “Before, you were a fan because your family was. Today, for the new generations, it’s the content.”
Juventus as a “Content Machine”
Modern football demands that clubs transform into content production machines, capable of competing not only with other clubs but with the entire entertainment world. “Today our competitors are Netflix, Amazon, Disney, TikTok. They all fight for the same objective: people’s time.” This paradigm shift requires clubs to rethink their language, formats, and identity.
The Monetization Challenge
The critical point remains monetization. “We have 200 million followers. If I could get one euro from each of them, I would be the happiest person in the world. But how do you do it?” The answer lies in integrating brands into storytelling through credible and consistent branded content, avoiding standardized communication that makes clubs appear “all the same” to younger fans.
The Juventus Creator Lab: A Distinctive Commercial Proposal
This led to the creation of the Juventus Creator Lab, a distinctive commercial proposal that has already yielded concrete results. Every project becomes a native IP, designed from the outset to be associated with a brand, strengthening identity and recognizability.
Digital Resurgence Amidst Turmoil
Juventus’s focus on digital transformation comes at a pivotal time. While the provided sources do not detail specific turmoil, the club is actively working to diversify revenue streams and build a more stable financial foundation through its digital initiatives. Here’s particularly important as the traditional revenue pillars of football face increasing pressure.
Building a Global Supporter Base
As Juventus’s Chief Marketing Officer, Mike Armstrong, outlined, a key focus is growing the club’s global supporter base. With over 400 million fans internationally, sophisticated digital marketing practices are essential. The goals are twofold: to build the audience base directly to consumers and to leverage digital platforms for increased sponsorship opportunities.
Adapting to the Digital Era
Juventus recognizes the need to adapt to rapidly evolving fan expectations and the growing importance of data and technology in football. The club’s digital strategy prioritizes building a robust digital ecosystem, expanding global reach, and fostering a culture of innovation. This includes leveraging emerging technologies like AI and VR to enhance fan engagement and create new revenue streams.
Moving Beyond Saturation
Juventus’s marketing strategy intertwines sports, entertainment, and community engagement. The club is focused on moving beyond saturation in existing markets and achieving growth through innovative approaches to sports media, exemplified by the Juventus Creator Lab. This lab aims to take the club’s media reach, engagement, and storytelling to the next level.
