How Juventus Is Building a Winning Brand in the U.S.?

Roger Hampel

Photo Credit: Juventus FC

Juventus FC is one of the standout performers at the FIFA Club World Cup 2025 — not only in terms of match results, but also in the strength and sophistication of its U.S. brand strategy.

While the team is impressing on the pitch, its off-pitch activations across North America are equally noteworthy. As revealed in an exclusive interview with Marco Castellaneta, Marketing Director of Juventus FC, the club has been strategically investing in the American market for several seasons — blending football, fashion, music, and culture into a unified expansion effort.

This article unpacks the core pillars of Juventus’ U.S. brand-building model.

1. Community-Led Expansion: Grassroots and Legends

Juventus has prioritized grassroots engagement across North America by launching youth academies, supporting official fan clubs, and organizing high-touch local events. Its North America Fan Tour included meetups with club icons like Alessandro Del Piero, Andrea Pirlo, Giorgio Chiellini, and Patrice Evra in major U.S. cities — creating direct connections with supporters beyond social media.

The club also introduced traveling fan villages in cities such as Toronto, Boston, Washington, Orlando, and Philadelphia — activating with merchandise, community events, and partner integrations.

2. Fashion and Culture Integration Juventus U.S.

Juventus has embraced its role as a cultural brand, not just a football club. The New York Fashion Week collaboration with le PÉRE, and the launch of its 2025 Away Kit in Miami through a lifestyle event merging sport, music, and fashion, reflect a positioning that is intentionally lifestyle-driven — targeting Gen Z and millennial audiences through aesthetic and emotion.

3. Strategic Sponsorships with Local Relevance

In a landmark move, Juventus partnered with Visit Detroit — making it the first U.S. tourism authority to appear as a front-of-shirt sponsor for the club. The partnership goes beyond logo placement, with co-branded storytelling that connects Juventus with Detroit’s narrative of renewal and resilience.

The club’s marketing team has embraced a storytelling approach that aligns urban identity with football relevance, unlocking emotional engagement in target markets.

4. Leveraging American Players to Build Local Identity

American internationals Weston McKennie and Timothy Weah are central to Juventus’ U.S. positioning. Both feature prominently in marketing campaigns and social content — helping localize the brand for U.S. fans while boosting merchandise sales, media traction, and digital engagement.

5. Multi-City, On-the-Ground Presence

Unlike some European clubs that focus only on major metros like New York or LA, Juventus has built a multi-city strategy aligned with football geography and diaspora markets. Cities activated this season include:

• Houston

• Miami

• New York

• Philadelphia

• Washington

• Orlando

• Toronto

This wide distribution allows Juventus to stay visible across Club World Cup host cities and key growth regions in American soccer.

6. Consistent Season-Long Activations

Rather than one-off appearances, Juventus maintains ongoing visibility through events like Fanatics Fest NYC, the Extreme Fields Tour, and community-driven programming with local partners. This consistency builds long-term loyalty and ensures year-round relevance, not just event-driven visibility.

7. Emotional Storytelling and Cultural Localization

Juventus’ campaigns are built on emotional narratives. From referencing Detroit’s comeback story, to evoking Italian summer aesthetics in Miami, to presenting McKennie and Weah as relatable heroes for U.S. fans — Juventus aims to create “emotional bridges”, not just marketing campaigns.

Strategic Takeaway

Juventus’ U.S. strategy is not a seasonal marketing push — it’s a multi-year, multi-dimensional brand play. The club is investing in fan experience, cultural relevance, digital storytelling, and sponsorship innovation. With a strong performance at the Club World Cup now backing its efforts on the field, Juventus is positioning itself as a long-term player in North American football, fashion, and fandom.