Juventus, IMG expand licensing deal to include US and Canada

Italian football giants Juventus have inked a multi-year extension to their licensing deal with global sports and talent management company IMG. The new multi-year agreement has now been expanded to include US and Canada.

The decision to include North America in the deal comes as the Serie A club has increased their global profile by signing Cristiano Ronaldo from Real Madrid this summer. The club has also been growing its presence and following in the US through appearances in the International Champions Cup competition.

This year the team played Bayern Munich in Philadelphia, Benfica in New York, and Real Madrid in Washington DC.

Under the terms of the extended deal, IMG will develop the Serie A club’s licensing business through its network of Asian, American and Canadian offices, coordinated by its team in Milan.

IMG has been Juventus’ exclusive licensing representative in Asian territories, Australia and New Zealand since 2016. IMG has helped the club’s licensee portfolio has grown to include new product categories including apparel, gadgets, car accessories and luggage. The club hopes to increase its commercial income at par with its media rights revenues.

Luca Montesion, licensing manager at Juventus FC, said, “Our licensing programme in Asia, Australia and New Zealand has already been hugely successful, and we’re only just getting started. The US and Canada are very exciting markets for us, with a fast-growing legion of engaged, passionate fans and an action-packed schedule of summer matches.

“We look forward to working closely with IMG to develop a range of high-quality, creative products that resonate with both loyal and new supporters.”

Marcelo Cordeiro, licensing director at IMG, said, “Juventus continues to be one of the biggest names in world football, with their commitment to entertaining fans on and off the pitch and iconic black and white stripes. We’re looking forward to translating the success of their record-breaking season and our existing licensing programme into the US and Canada.”

During the time IMG has worked with Juventus, the Italian club’s licensee portfolio has grown to include new product categories including apparel, gadgets, car accessories and luggage. The club hopes to bring its commercial income up to the same level as its media rights revenues.

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