Juventus Expands Youth Brand Strategy as ‘Team Jay’ Animated Series Launches Second Season on Nickelodeon and NickJr.

Roger Hampel

Source: Juventus FC

Juventus FC has confirmed the television debut of Season 2 of its original animated series Team Jay, marking a significant milestone in the club’s youth-oriented content strategy. Following a successful run on YouTube, the series will now be broadcast on NickJr (Sky 603) and Nickelodeon (Sky 605) in Italy starting April 7, 2025, through an agreement with Paramount Global, the operator of the two children’s networks.

This move underscores Juventus' intent to expand its presence in youth entertainment media, using animated storytelling as a tool for brand-building, early fan engagement, and the promotion of positive values through sport.

Strategic Importance of Youth-Focused Content in Football Branding

‘Team Jay’ follows the adventures of Jay the zebra, Juventus' official junior mascot and a recognizable figure among younger supporters. The series mixes football with adventure and character-driven narratives, tackling key social themes such as:

• Teamwork and inclusion

• Environmental awareness

• Empathy and respect

• Overcoming obstacles through collective effort

  
  

By embedding its brand in age-appropriate entertainment, Juventus is pursuing a content strategy that targets the next generation of fans, building emotional affinity and club identity well before the traditional fan lifecycle begins.

Cross-Media Distribution and Partner Integration Juventus

The expansion of Team Jay from digital to linear TV is part of Juventus’ cross-platform content distribution strategy, offering the club and its partners:

• Broader exposure across new demographics

• Commercial tie-ins with merchandise, publishing, and school programs

• Increased reach via Nickelodeon and NickJr’s nationwide programming slots

  
  

The show will air four episodes per day on each platform, Monday to Friday, with time slots optimized for morning and after-school viewing.

Additionally, Season 1 of Team Jay will be re-aired on Super!, Italy’s free-to-air children's channel, ensuring maximum reach and reinforcing the franchise among new audiences.

Long-Term Value Creation Through Character-Driven IP

The Team Jay franchise is part of a broader Juventus initiative to create character-driven intellectual property (IP) that supports:

• Merchandising and licensing opportunities

• In-school programming and CSR initiatives

• Branded events and community-based youth activations

  
  

While not positioned as a direct revenue generator, the series plays a key role in Juventus’ efforts to cultivate fan loyalty at an early age, mirroring strategies adopted by top global clubs and leagues looking to establish multi-generational brand presence.