Juventus FC: "Our approach is to embrace the content creator economy" (Mike Armstrong)

"The goal of the Juventus Creator Lab, which was launched in May 2024, is to produce more content. Our feeling is that the sport industry has not evolved fast enough to reflect the changing behaviours that we see from consumers worldwide. Some in the sport industry see influencers or creators as competing on their territory. Our approach is to embrace the creator economy, and that’s why we called it the Juventus Creator Lab," said Mike Armstrong, chief marketing and communications officer at Juventus FC (Serie A TIM), to News Tank Football on 24/05/2024.

"The idea behind our Team Jay series is that we see that kids decide which football club they follow between the ages of 6 and 12. And most sport organisations don’t really have a strategy or approach to engage that audience and they rely on players or performance. It’s amongst the Top 60 kids shows on YouTube, which is a phenomenal number when you see how much content is uploaded in this category every day. In May 2024, Team Jay had 335.4 million views in total: 267 million in English, 60 million in Spanish, 3.5 million in…