Juventus and Stanley 1913 Sign Multi-Year Partnership Focused on Digital Reach and Lifestyle Positioning.

Roger Hampel

Image: Juventus

Juventus and Stanley 1913 have announced a new multi-year partnership, formalising a collaboration positioned at the intersection of football, lifestyle and digital culture.

The agreement centres on fan engagement and brand integration across Juventus’ global digital ecosystem, which includes more than 190 million followers worldwide and a particularly strong presence among younger audiences on platforms such as Instagram, TikTok and YouTube.

Digital-First Activation Strategy Juventus

From a commercial perspective, the partnership is primarily structured around digital visibility and content-led activation rather than traditional matchday sponsorship assets. Juventus’ digital channels generated more than 600 million engagements and over six billion video views last season, making them a core distribution platform for brand storytelling.

Stanley 1913 will be integrated into high-frequency digital touchpoints, including training content, behind-the-scenes access, lifestyle narratives and matchday-related formats. The focus is on embedding the brand within everyday club content rather than standalone campaign placements, reflecting a broader shift toward native sponsorship integration.

Lifestyle Positioning Beyond Football

The partnership also includes plans to develop co-branded product collections, combining Juventus’ visual identity with Stanley 1913’s functional and design-led drinkware. This approach aligns with Juventus’ ongoing strategy to position itself not only as a football club but as a global lifestyle brand, capable of operating across sport, fashion, culture and everyday consumption.

Executive Comments

Juventus Chief Business Officer Peter Silverstone framed the partnership as a strategic alignment with youth audiences and lifestyle brands:

“Juventus is the first and only Italian club to partner with Stanley 1913, once again confirming our distinctive position in the global landscape as the first and largest Italian brand on social media, while also boasting one of the youngest football fanbases in Europe.”

From Stanley 1913’s perspective, General Manager EMEA Ben James highlighted shared heritage and performance values:

“Both Stanley 1913 and Juventus share a heritage rooted in performance that has evolved into lifestyle – bringing creativity, innovation, longevity, and design to the moments that matter, on matchday and beyond.”