04 February 2026
Juventus and Stanley 1913 are pleased to announce a new multi-year partnership, designed to elevate the fan experience and create a deeper connection between the Club, players and fans. Sitting at the intersections of sport, heritage and culture, the partnership brings together two globally recognized brands united by shared values of quality, innovation, and authenticity.
Together, the brands will leverage Juventus’ exceptional digital ecosystem, with more than 190 million followers worldwide and 114 million across youth-focused platforms such as Instagram, TikTok and YouTube, to amplify the partnership and forthcoming product collection
The partnership will activate across Juventus’ digital and social media ecosystem, which generated 600+ million engagements and over 6 billion video views during last season. Through authentic storytelling and player‑driven content, Stanley 1913 will be integrated into high‑value moments spanning training, behind-the-scenes access, lifestyle narratives and matchday experiences. These touchpoints support the shared objective of enhancing visibility, relevance and cultural impact among global football audiences.
“Juventus and Stanley 1913 share the ambition to represent a bold, contemporary way of life where performance, style and creativity come together,” commented Peter Silverstone, Juventus’ Chief Business Officer. “This partnership reflects a natural synergy between performance and lifestyle, grounded in authenticity and cultural relevance. Juventus is the first and only Italian Club to partner with Stanley 1913 once again confirming our distinctive position in the global landscape as the first and largest Italian brand on social media, while also boasting one of the youngest football fanbases in Europe. This demonstrates our strong connection with new generations and our appeal to the forward‑thinking brands that shape modern living”.
Ben James, General Manager EMEA of PMI WW Brands, LLC, said, “Football has always connected generations, just as Stanley 1913 has always connected people to durable, performance-led products, for over a century. Both Stanley 1913 and Juventus share a heritage rooted in performance that has evolved into lifestyle – bringing creativity, innovation, longevity, and design to the moments that matter, on matchday and beyond. We are incredibly excited to kick off our partnership, and we look forward to what it will unlock for our consumers”.
Juventus and Stanley 1913 will also explore the development of co‑branded products that blend the Club’s iconic identity with Stanley 1913’s contemporary and functional design. These collections will offer supporters new ways to express their connection to Juventus beyond matchday, merging style, performance and everyday practicality.
The partnership includes experiential activations aimed at creating meaningful moments for supporters. Player‑focused content will serve as a key driver for engagement, representing a culture of movement and connection across generations and communities and uniting hydration, performance and style.
Reinforcing Juventus’ positioning beyond football, this partnership further strengthens the Club’s role as a cultural and generational intersection point. Today, Juventus reaffirms its role as a leading sports institution and an influential lifestyle brand, capable of engaging diverse audiences through shared values, contemporary narratives and a global cultural relevance that extends beyond the pitch.
