Juventus Expands Membership Ecosystem With Digital Wallet, Zidane Edition and Enhanced Fan Benefits.

Roger Hampel

Image: Juventus

Juventus has launched its 2026/27 Membership programme, introducing new digital features, expanded fan benefits and updated membership tiers as the club continues to strengthen its direct relationship with supporters.

While membership programmes have traditionally focused on ticket access, Juventus' latest offering illustrates how leading football clubs are increasingly building comprehensive direct-to-consumer ecosystems that combine retail, hospitality, digital services and exclusive experiences.

One of the most notable additions for the new season is the introduction of a digital Membership Card Wallet, allowing supporters to access membership benefits through Apple Wallet and Google Wallet.

Membership Evolves Beyond Ticket Access Juventus

The new digital card becomes a central component of the membership experience.

Rather than functioning solely as proof of membership, it also serves as a gateway to discounts across the Juventus ecosystem, including official stores, the Juventus Museum and selected stadium services.

Zidane Becomes the Face of the Premium Tier

Juventus has also refreshed its highest membership level, J1897 Membership, dedicating this year's edition to club legend Zinedine Zidane.

Members will receive an exclusive welcome pack featuring a replica of Zidane's iconic 1997/98 Juventus shirt, celebrating the season in which the club secured its 25th Serie A title.

Beyond the commemorative merchandise, the premium tier includes priority access to high-demand matches, discounts on tickets, retail purchases, museum visits, hospitality and club services.

Zinedine Zidane welcomed the decision to dedicate the 2026/27 J1897 Membership to him.

“I am truly honoured that the J1897 Membership 2026/27 is dedicated to me and to this wonderful 1997/98 team.”

The club also confirmed that the programme will continue its partnership with the ELA Foundation, including a corporate donation supporting research into leukodystrophies.

Digital-First Strategy Continues

The Black&White Membership by buddy has also been redesigned.

The programme now follows a digital-first model, offering supporters a lower-priced digital package while giving them the option to purchase a physical welcome pack separately.

The structure provides greater flexibility while reflecting changing supporter preferences, particularly among international fans who increasingly consume club content digitally rather than through physical products.

At the same time, Juventus has expanded access to experiences such as meet-and-greets, virtual player events and exclusive ticket sales.