Juventus have announced a new multi-year partnership with Stanley 1913, marking another step forward in their strategy to enhance fan engagement and strengthen connections between the club, players, and supporters worldwide.
The collaboration brings together two globally recognised brands that share common values of quality, innovation, and authenticity. Positioned at the crossroads of sport, lifestyle, and culture, the partnership aims to elevate the fan experience by blending performance and design with the modern game’s global reach.
Digital-first collaboration
The partnership will be activated primarily through Juventus’ powerful digital and social media ecosystem, which last season generated more than 600 million interactions and over 6 billion video views. With more than 190 million followers across all platforms — including 114 million on youth-oriented channels such as Instagram, TikTok, and YouTube — the club will help amplify Stanley 1913’s presence within the football world.
Through authentic storytelling and player-led content, Stanley 1913 will feature in high-value moments such as training sessions, behind-the-scenes access, lifestyle narratives, and matchday experiences. These touchpoints are designed to increase both brands’ visibility and cultural relevance among global football audiences.
Voices from the partnership
Peter Silverstone, Juventus’ Chief Business Officer, highlighted the synergy between the two brands, stating that both “share the ambition to represent a bold and contemporary way of life, where performance, style, and creativity come together.” He added that Juventus, the first and only Italian club to collaborate with Stanley 1913, continues to position itself as a leading digital and cultural force in world football.
Ben James, General Manager EMEA at PMI WW Brands, described the partnership as a natural fit built on shared heritage and innovation. “Football has always connected generations, just as Stanley 1913 has connected people through performance-driven products for over a century. Both brands have evolved from performance to lifestyle, bringing creativity, durability, and design to life on matchday and beyond,” he said.
What’s next
Looking ahead, Juventus and Stanley 1913 will explore co-branded product lines that combine the club’s iconic identity with Stanley’s functional and modern design. These collections will allow fans to express their allegiance beyond matchday — merging style, performance, and everyday practicality.
The partnership will also include experiential activations and player-focused content aimed at deepening emotional connections with fans, promoting concepts of movement, hydration, and cross-generational community.
