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Writer's pictureRoger Hampel

Juventus Teams Up with Huware for a Trailblazing Innovation Partnership.

Roger Hampel

Juventus Huware
Juventus Huware

 Juventus has teamed up with Huware to launch "Juventus Forward," an initiative aimed at spearheading digital innovation in sports through cutting-edge technology. This partnership marks the first of its kind in Italy's top football league, focusing on the co-creation and development of new technological solutions.


A Partnership Built on Innovation


The collaboration was unveiled at the prestigious Google Cloud Summit in Milan, signaling a new era for sports technology. Juventus Forward, the club’s innovation lab, will work alongside Huware, a leader in cloud consulting, to integrate advanced Artificial Intelligence (AI) technologies across various aspects of the club's operations—from player performance analytics to enhancing fan engagement.


Transforming Sports with AI


The partnership will explore the use of Google Cloud AI technologies in football, employing tools like Machine Learning for enhanced training and performance analysis. Other innovative applications include Computer Vision, adapted from agriculture to monitor and predict turf conditions, and Generative AI for dynamic content creation. These technologies are set to revolutionize how clubs interact with their fans and manage team performance.


Goals of the Juventus Forward Initiative


The Juventus Forward program is designed not only to foster technological innovation but also to cultivate an innovative mindset within the club. By integrating solutions from startups, accelerators, and other institutions, Juventus aims to push the boundaries of traditional football practices and promote continuous improvement and creativity.


Francesco Calvo, Managing Director of Revenue & Football Development at Juventus, emphasized the club's commitment to innovation: "Innovation has always been a driving force at Juventus, and the creation of Juventus Forward was a natural progression of our goals. We are excited to pioneer this space and set new standards for the future of football."


Carolina Chiappero, Juventus Innovation Manager, added, "The path of innovation we've embarked on is a game-changer, literally altering how the game is played. Our partnership with Huware is just the beginning, and we're committed to exploring and implementing AI-driven solutions that will not only enhance our operations but also provide a template for others in the sports industry."


Juventus Forward's Broader Impact


Juventus Forward isn’t just about adopting new technology; it’s about reshaping the club’s culture to be more forward-thinking and innovative. The initiative has already been recognized with the 2023 Innovation of the Year award by the Social Football Summit and continues to engage with the broader innovation ecosystem through various programs.

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