Juventus Set to Host French Montana Live at Allianz Stadium Ahead of Como Fixture as Part of Matchday Entertainment Strategy.

Roger Hampel

Image: Juventus

Juventus has confirmed that rapper French Montana will perform live at the Allianz Stadium ahead of the club’s home fixture against Como 1907.

The pre-game performance is scheduled in conjunction with the launch of the new adidas x Juventus x Studio Sgura 4th Kit, integrating music and fashion activation into the matchday programme.

Stadium as Entertainment Platform Juventus

Live performances ahead of kick-off form part of a broader effort to expand the club’s cultural footprint and attract audiences beyond traditional football consumers.

From a commercial perspective, matchday entertainment programming increasingly serves several strategic objectives, including enhancing the in-stadium experience, extending dwell time and fan engagement, amplifying digital reach across cross-sector audiences, and aligning kit launches with live cultural moments.

Cultural and Lifestyle Positioning

French Montana’s involvement adds an international entertainment profile to the event, reinforcing Juventus’ ambition to connect with younger and globally oriented demographics. The activation aligns with the club’s broader positioning at the intersection of football, music and fashion — an approach visible in recent apparel collaborations and stadium-based brand events.