Major Italian football club Juventus has inked a multi-year extension to their Licensing deal with the Global sports and talent management company IMG. The agreement will now cover US and Canada also under it.

The decision of including North America came forth with the coming of Cristiano Ronaldo in Juventus leaving Real Madrid and subsequently Serie A making its global presence.   Recently, Juventus have played matches against Munich in Philadelphia, Benfica in New York and Real Madrid in Washington Dc.

Following the terms of the deal, IMG will generate Serie A club’s licensing business across its network including Asian, American and Canadian Offices, which will be coordinated by its team in Milan.

Being an exclusive licensing representative of Serie A in Asian territories, Australia and New Zealand since 2016, IMG has been assisting to grow club’s licensee portfolio including new product categories apparel and care accessories.

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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