Juventus FC: merchandise production & sales entrusted to Fanatics for 11 seasons (2024-2035)

Juventus FC (Serie A Enilive) have entered into an 11-season partnership (2024-2035) with American licensed sports products manufacturer and distributor Fanatics, entrusting the latter with managing "all aspects (production, retail, e-commerce and licensing) of Juventus' merchandise offering worldwide," announced the club on 24/06/2024.

Under the terms of the agreement, Fanatics will become the "master licensee" of the Italian club's sponsorship portfolio and will work "alongside Juventus to grow its brand and merchandise offering to fans across Italy and into every corner of the world," said the club. In particular, the two partners will offer "an innovative shopping experience, providing access to one of the widest ranges of Juventus merchandise ever made available."

The Italian club generated €28.6m in revenue from merchandise sales during the 2022-23 season (+16.9% on 2021-22), which represented 5.6% of its total turnover over the period (€507.7m). The partnership with Fanatics has been announced at a time when the club does not have a main shirt sponsor for 2024-25, the…