Juventus FC: a partnership with WWE including co-branded merchandise

Juventus FC (Serie A Enilive) and WWE, the US professional wrestling organisation owned by TKO Holdings, have entered into a partnership aimed at "connecting sport, entertainment and global fan culture," the club announced on 5 June 2026.

The announcement comes six days after WWE Clash in Italy was held at Turin’s Inalpi Arena on 31 May 2026. "Multiple touchpoints brought the two fan communities together across the weekend, including co-created content between Juventus mascot Jay and WWE Superstar Jey Uso; social coverage of Undisputed WWE Champion Cody Rhodes receiving a custom Juventus jersey; and the availability of WWE x Juventus Championship Title Belts."

The club and the US group, which aim to build "recurring cultural moments that connect football, entertainment and the next generation of fans," plan to develop co-branded merchandise, cross-promotional activations, crossover content and activations involving their respective partners.