A new approach to sports media: Juventus Creator Lab 

A new approach to sports media: Juventus Creator Lab 
A new approach to sports media: Juventus Creator Lab 
A new approach to sports media: Juventus Creator Lab 

8 May is an important and historic day for Juventus, who have officially launched the Juventus Creator Lab, a special new space, along with collaborations and partnerships with globally recognized media partners, and two new original contents to mark an important moment for the organization. 

Juventus Creator Lab is the laboratory where Juventus digital products are born - a new approach to creativity inspired by LA-style creator houses and gaming studios, and built to serve a global fanbase.

“Our business results are heavily reliant on relevancy – this is achieved primarily through winning, players, partnerships, and storytelling. In the past several years, storytelling and the media industry has had a revolution and sport hasn’t kept pace. Juventus Creator Lab aims to be at the forefront of storytelling, providing more for our global fanbase and better aligning to societal trends,” said Mike Armstrong, Chief Marketing & Communications Officer.

Juventus Creator Lab is built to bring more accessibility and intimacy across all Juventus, from the men and women first teams, to Next Gen, legends, esport teams, and even innovative animated kids series, Team Jay.

“Since the inception of the idea we’ve been hard at work – we’ve already produced a documentary for Amazon Prime, eight YouTube Originals, and three TikTok mini-series in addition to the day-to-day content. Our ecosystem video views went up 159% during last two seasons. These are all stories that weren’t told before and provide more access for fans as well as opportunities for partners,” said Marco Castellaneta, Head of Digital Media.

Today marks a special day for Juventus, our fans, and our partners as we share both the opening of our innovative space as well as a series of new strategic relationships aligned to our mission:  

Celine Dept

With 43 million followers, Celine is among the most relevant and fastest growing digital sports native creators in the world. Her numbers on YouTube are staggering, generating on average 40 million views per day in the past year. She will now officially join the Juventus Creator Lab as a Content Creator. Initial work together with Celine through several social media posts has already generated over 300 million video views and 15 million interactions.


433 is the leading social football community in the world, covering the sport internationally with 115 million followers and continued impressive growth. Today we announce 433 as a strategic media partner with the aim to build innovative new storytelling across our collective ecosystems, providing more engaging content for our international fanbases.

Wave Sports + Entertainment

Wave, one of the most sought after media companies in sports entertainment, is known for revolutionizing how athletes and sports organizations engage with fans through its social-first distribution strategy and original series. Wave is a leader in football programming for North America with more than 130 million followers across its accounts, and will become a strategic media partner of the Juventus Creator Lab to showcase the club across its network of accounts including  FTBLTheBestHighlights, and more.


Juventus is renewing its influencer media partnership with the talented team at Stardust. Confirmed are Luca Campolunghi, Iris Di Domenico, Matteo Robert, Alice Muzza and Lisa Lucchetta - five Content Creators with a cumulative fanbase of nearly 15 million followers, who will participate in the launch of the Juventus Creator Lab as well as in the support of its activities throughout the year.

These exciting announcements today follow recent news of innovative partnerships and collaborations with: TikTok, Optic Gaming, World Freestyle Football Association, and Dsyre.

To mark the day, Juventus has prepared a series of events to open the Juventus Creator Lab alongside staff, players, content creators, partners, and media, while also revealing two new original content productions:

'Freestyle saved my life, the story of Adonias Fonseca’

A Brazilian from Miraí, a small town about 300 kilometres from Rio de Janeiro, Adonias has been the club's official freestyler for over a year after winning the global freestyle challenge organised by Juventus. Reaching what he himself defines as the dream of a lifetime, he has had to overcome one obstacle after another: from an initial injury, which dashed his hopes of becoming a professional footballer, to his father's illness, which forced him as a teenager to shoulder the burden of his family, working while studying civil engineering and, at just eighteen, becoming a father. This documentary also features Falcao, a close friend and undisputed king of futsal.

Juventus Women 360

Juventus is now into its third edition of the innovative format in vertical storytelling conceived by the Club together with TikTok, which began last season with ‘WeTheNextGen’, the story of the men's second team during the Lega Pro Italian Cup finals, and continued with ‘OnTheRoad2023’, the behind-the-scenes story of the men's first team American tour. This time, we tell the story of the Women's first team with never-before-seen access and points of view: four episodes in native vertical format, exclusively distributed on the new TikTok channel @juventuswomen, which was launched on the occasion of the announcement of TikTok as the new sleeve partner of Juventus Women.

The new Juventus Creator Lab space

Inspired by Los Angeles creator houses and gaming studios, the spaces represent Juventus' new approach to creativity and content.

The Juventus Creator Lab is a multifunctional space comprising of two levels in a building well in the core of the Juventus village in Turin. On the upper floor are the editing, production, and press offices, while the ground floor consists of several studios:

Game on! A space dedicated to ideation or a short break, equipped with a gaming console and snackbar. The decor, by Truly Design, echoes the characteristics of the evolving sport media landscape and makes for a instagramable wall moment.

Small Talk. A innovative new streaming studio, fitted with top-of-the-line streaming setup, gaming PC, gaming console, wall neons, and Juventus gaming gear.

The Drip. Where players, creators, guests can shift into uniform and get powdered up for the camera.

Silver Screen. Major backdrops and green screen for diversified shooting whether small or large at scale.

B-Roll. An LED wall for viewing, ideation room, and cozy space for interviews or short-format content.

The Frame. Photography area for professional stills and images of all kinds.

Wrap. Storage space for all the gear needed for daily shoots.

ded for daily shoots.

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