Roger Hampel
Photo Credit: Juventus FC
As part of its ongoing international expansion strategy, Juventus FC staged a three-day activation in Shanghai, combining youth engagement, brand exposure, and partner collaboration to strengthen its presence in the Chinese market. The event, which featured both B2C and B2B components, is part of Juventus’ broader efforts to localize its global brand and grow its commercial footprint in Asia.
Juventus’ Localization Strategy in the Chinese Market Juventus Shangha
The Shanghai activation consisted of two main components:
The Juventus Youth Carnival, a fan-centric event in the city’s Xintiandi Style Area, designed to connect directly with local supporters.
The Ganten China Bianconeri Football Tournament, a two-day grassroots competition organized in collaboration with Ganten, one of the club’s regional partners.
Former Juventus striker and club ambassador David Trezeguet was on-site to engage with fans, represent the club’s legacy, and support partner activations.
The campaign is a clear example of Juventus’ localization strategy—building region-specific brand moments and deepening connections with communities through football, entertainment, and strategic sponsorships.
Business and Brand Activation Goals Behind the Shanghai Weekend
The Juventus Youth Carnival was not simply a fan event, but also a commercial platform for the club and its sponsors, including adidas, EA Sports, and Daka, all of whom activated their brand presences during the weekend. The event included:
Interactive brand showcases to highlight product innovation.
A VIP media experience designed to connect with key influencers and Chinese press.
A B2B cocktail reception at ONE Xintiandi, serving as a networking opportunity for Juventus’ corporate partners, sponsors, and regional stakeholders.
By hosting B2B and B2C components within the same campaign, Juventus effectively positioned itself as both a global football institution and a strategic commercial partner for brands operating in China’s competitive consumer market.
Photo Credit: Juventus FC
Football at the Core: Grassroots Engagement via Tournament Play Juventus Shanghai
The Ganten China Bianconeri Football Tournament 2024/25 placed youth participation and local football development at the centre of the campaign. The tournament, supported by Ganten—Juventus' regional hydration partner—culminated in an awards ceremony attended by Trezeguet.
For Juventus, this initiative serves dual purposes:
Brand exposure through grassroots engagement, enabling Chinese families and young players to associate their football experiences with the Juventus name.
Corporate partnership activation, allowing Ganten to showcase its support for health, youth, and sport in a culturally relevant context.
China: A Key Market in Juventus’ Global Strategy
China has long been identified as a priority growth market by Juventus. Over the past decade, the club has launched Mandarin-language platforms, collaborated with local sponsors, and hosted preseason tours and brand events in several major cities. The Shanghai weekend builds upon this legacy by reinforcing the club’s strategy of in-market engagement over remote global branding.
Juventus is not only pursuing fanbase growth in China, but also exploring the region as a strategic market for partnerships, retail licensing, and future football education opportunities.
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