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Juventus Forward

JUVENTUS FORWARD, LEADING THROUGH INNOVATION

Juventus Forward is the Club’s latest innovation programme. It is a co-creation space that encourages internal collaboration and integration with the external innovation ecosystem (Institutions, Start-ups, Accelerators). Forward, a fusion of a corporate and a sporting soul, has the role of facilitator, with the aim of fostering the conditions necessary to generate innovation.

As the first Sport Partner of an accelerator in SportTech, winner of the 2023 Innovation of the Year prize awarded by the Social Football Summit, organiser of ‘Calls for Ideas’ aimed at students, active in Venture Clienting and an increasingly active participant in the innovation network, the project consists of three objectives: translating ideas into value (revenue and performance), brand positioning and the introduction of a culture of innovation, because innovation is not only represented by technological solutions, ideas or methods, but also by the process of discovering new ways of doing things. Play the Forward Game!

News

News

VitalMatch Accelerator: Demo Day for selected startups at the Allianz Stadium

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Forward. In Play – Innovation Takes the Field

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Juventus and Huware: the future of innovation takes shape at the Google Cloud Summit 2025

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WeSportUp Demo Day at Allianz Stadium: Juve at the heart of sports innovation

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HUWARE X JUVENTUS FORWARD. LEADING THROUGH INNOVATION

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Juventus among key players at 2023 Social Football Summit

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"Stories of Strength" – Juventus launches new intimate podcast highlighting the importance of mental strength 

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Juventus Innovation's digital training with Juventus Academy Bites!

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Juventus on the field at Innovation 4 Change

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Juventus & WeSportUp join forces!

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Off-the-pitch innovation! Student winners from H-FARM awarded for Juventus Challenge

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INNOVATION THAT HAS AN IMPACT ON BUSINESS: CORPORATE INNOVATION

Innovation is the thread running through the Juventus’ history. From day one, the Club has demonstrated a desire to continually stretch the limits, constantly redefining the way it relates to the outside world through new forms and technologies. “Innovation” is therefore not just a word, but a mindset: an approach aimed at finding optimal solutions, evolving processes, as well as organisational and business models. In this context, Forward, in its corporate soul, gathers internal needs and scouts for suitable solutions offered by the external innovation ecosystem. Corporate innovation helps achieve goals such as efficiency and the creation of new and increased value. It creates a framework for innovation to grow and hubs to connect internal and external stakeholders to the club's strategic challenges, practices open innovation through venture clienting, and participates in major industry events to scout for innovative ideas and opportunities.

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INNOVATION IMPACTING PERFORMANCE: SPORT SCIENCE AND R&D

Guided by a forward-thinking and excellence-oriented approach, the Sport Science and R&D department (the sporting soul of the Forward programme) explores new horizons to concretely support and optimise athletes' performance. The constant quest for improvement drives the development of strategies, tools and technologies to optimise processes and performance both on and off the field. Thanks to this attitude and constant applied scientific research, this department is a leader in supporting the development of players' full potential.

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JUVENTUS FORWARD. AI Innovation at the Service of Football

During the 2024-2025 season, Juventus and Huware have launched the very first partnership in the field of Innovation in Italy’s top football league, with the objective of promoting the co-creation and development of new technological solutions to accelerate digital innovation in sport, revealing this exciting partnership at the Google Cloud Summit in Milan.

As a result of this agreement, Juventus Forward – the Club’s innovation lab – will collaborate with Huware, a cloud consulting company, to digitally innovate and exploit the potential of Artificial Intelligence in different areas, from performance to fanfare. Huware and Juventus will together aim to accelerate change by adopting a concrete approach, grounding use cases to test new solutions and broaden the boundaries of using specific Artificial Intelligence technologies in sport, from performance to business.

FORWARD SQUAD

On Wednesday, 11 February 2026, during the event Forward. In Play - Innovation Takes the Field held at the Allianz Stadium, the first Forward Squad was presented: a true team composed of startups selected through a rigorous scouting process, which will collaborate with Juventus this season to test, validate, develop, and showcase new projects.

The Forward Squad 2026/27 presented on October 8 2026, will serve as the engine of Juventus’ innovation, designed to generate mutual value between the Club and its partners.

CROWDIQ

CrowdIQ transforms live crowds into actionable intelligence. Combining high-resolution imagery with computer vision, it analyzes who is actually in the stadium and how fans behave throughout the event, including demographics, movement, attention, engagement and merchandise adoption. 

This behavioral intelligence layer helps sports organizations uncover new revenue opportunities, improve fan retention, increase per-cap spending and deliver greater sponsorship value. By connecting real-world fan behavior with existing business data, CrowdIQ makes the live audience measurable and turns previously invisible crowd behavior into actionable insights tied directly to commercial and operational outcomes.  

Discover more at www.crowdiq.ai

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ForceTeck

ForceTeck is a sports technology company, spun out of the University of Bath, that provides lab-grade biomechanical analysis of athletes on the pitch using standard video footage. Powered by artificial intelligence, its solutions enable sports professionals to automatically profile their squad in minutes, identify players at high injury risk and inform return-to-play processes. Validated through over a decade of research, its core solutions extract athlete kinematics and external mechanical loads directly from video footage, with no wearable sensors, force plates or laboratory motion capture systems required. ForceTeck empowers professional organizations to optimize player performance, minimize injury risk and make faster, more confident decisions. 

For Juventus, ForceTeck will support player profiling using slow-motion phone videos alone. Its biomechanical and AI models analyze players' physical, technical and reactive characteristics, and provide personalized suggestions to coaches on how to improve performance and minimize injury risk.  

Discover more at forceteck.com.

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Kanoa Solutions

Kanoa Solutions helps companies with complex buildings and large real estate portfolios consume less, operate better and reduce costs. It develops practical solutions to reduce water and energy consumption while making facility management processes more efficient, measurable and easier to scale across large organizations. Its focus is on high-impact interventions that deliver tangible operational and environmental results without adding unnecessary complexity. 

For Juventus, the pilot will focus on reducing water consumption across the Club's facilities through the installation of high-efficiency faucet filters, specifically designed to optimize water flow while maintaining user comfort and functionality. The project aims to generate up to 35% water savings, reduce operating costs and lower the environmental footprint of the buildings, while collecting performance data to assess the effectiveness of the solution and its potential scalability across additional facilities.  

Discover more at kanoasolutions.com.

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NUHPRO

NUHPRO is an Italian FoodTech company building a multi-brand Food as Medicine platform. 

For Juventus, NUHPRO will develop a personalized pre-workout whey formula for professional athletes, designed around specific performance, recovery and digestive-tolerance needs. The solution combines high-quality protein with functional ingredients in a clean-label formulation that can be tailored to athletes' nutritional requirements.  

Discover more at nuhpro.com.

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SuperQuickQuestion

SuperQuickQuestion (SQQ) turns short, 60-second live video calls into a scalable fan engagement and rewards mechanic for brands and clubs. Fans earn a call with an athlete through a purchase, loyalty or promotional action, with every submission screened by an AI safety filter before it goes live. The platform already powers activations for FanDuel, Verizon and multiple professional teams in the US, and is expanding into real-time translation and in-stadium formats. 

For Juventus, the pilot will explore how the SQQ format can deepen global fan engagement and open new sponsorship rights and data opportunities.  

Discover more at superquickquestion.com.

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Talkalytics

Talkalytics replaces text surveys with voice. Fans answer open-ended questions by speaking, and its proprietary model decodes 46+ emotions from each response. People are more honest when they talk than when they type, so brands get feedback that is richer and closer to the truth. 

For Juventus, Talkalytics will run voice surveys with fans on the questions that matter most to the Club, from matchday experience to membership and partner activations, and deliver an emotion-level insights report each team can act on.  

Discover more at talkalytics.com.

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Vitelle 

Organizations collect increasing amounts of female-specific data but lack the interpretation layer needed to convert it into better performance and health decisions. Vitelle provides that missing intelligence layer. 

Vitelle will work with Juventus Women to operationalize UEFA's latest consensus on hormonal health and individualized female athlete monitoring. Moving beyond generalized menstrual-cycle phase assumptions, Vitelle will support establishing the foundation for longitudinal, individualized physiological baselines for players, to identify meaningful changes in how each athlete responds and adapts over time. The project will help Juventus translate female-specific data into practical performance and medical decision-making. 

Discover more at vitelle.co.

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Vivilo 

Vivilo transforms the way event media is organized and experienced. Its proprietary AI automatically matches photos and videos to the people appearing in them, allowing organizers to provide each participant with a curated gallery through a fully branded digital environment. 

The platform can work alongside an existing digital media team or support content production directly, reducing manual sorting and accelerating post-event delivery. By making relevant content easier to find, access and share, Vivilo helps events extend their reach beyond the venue and build a more personal relationship with their audience.  

Discover more at vivilo.ai.

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Vokalo 

Football analysis has always been on mute. Vokalo changes that. It is the voice layer of sports: wearables that capture what players say on the pitch, and software that syncs it to video and turns talk into the first structured dataset of team communication. Its patent-pending technology unmutes sports from the analysis room to the fan experience. 

With Vokalo, Juventus opens the voice layer of football, turning how players communicate, lead and organize into data, adding the half its video has always missed and driving fully informed decisions. 

Discover more at vokalo.io.

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WisyPlan 

WisyPlan is the AI operating system for AEC (architecture, engineering and construction). Its multi-agent platform connects emails, documents, drawings, 3D models, schedules and site data, turning fragmented information into instant, traceable answers, early risk alerts, variation detection and constant project monitoring. 

For Juventus, WisyPlan will unite Real Estate and Facilities Management around a single source of truth, so that RFIs, change orders and project decisions move in hours instead of days. Built with enterprise-grade security and human oversight, WisyPlan will help the Club deliver projects and maintain its stadium, buildings and infrastructure with confidence and in less time.  

Discover more at wisyplan.ai.

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Zaro

Zaro is AI transformation infrastructure: the governed data layer on which enterprise AI adoption runs. It connects an organization's systems of record into one live, structured account of how the business actually works. Agents and people read from and write back to the same layer, with permissions, audit and version history native to the data itself. Findings persist and compound: one agent's output becomes the next agent's input. Every AI project built on this foundation is faster, cheaper and more impactful. 

For Juventus, the pilot aims to give the press office an intelligent Media Desk: one living context layer joining every Club mention and stands ready for crisis response.  

Discover more at zaro.ai.

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