29th August 2025
August 29 – It’s been a busy few weeks for the Italian superclub Juventus as they continue to strengthen their position as a global football brand with two significant announcements that demonstrate.
On August 21, Juventus officially unveiled the Juventus Academy Hong Kong. Developed in partnership with Forza Sport Management, the academy will deliver Juventus’ renowned training methodology to young players across the region, focusing on technical development, teamwork, discipline, and personal growth.
The Hong Kong launch reflects Juventus’ strategic expansion into Asia’s growing football market, where their big rivals from Milan, AC Milan and Inter, are already making significant headway. The hope is that by creating new pathways for talent development this will strengthen the club’s brand presence in a region that can provide explosive growth.
Simultaneously, Juventus confirmed the renewal of its historic partnership with Italian confectionery brand Balocco, extending their collaboration through the 2027/28 season. This marks 18 years of continuous partnership since their initial agreement in 2010.
Significantly, the renewed deal expands beyond the Men’s First Team to include Juventus Women and Juventus Next Gen, with Balocco branding appearing on training jerseys, match-day LED boards, and digital platforms across all teams.
“The renewal of this partnership is a tangible sign of the mutual commitment and loyalty that binds two historic companies in the area,” said Damien Comolli, Juventus General Manager. “We are particularly proud of the expansion involving our women’s first team and Next Gen training, because it certifies the great work carried out by the club in the women’s and youth sectors.”
It’s been a rough few years for Juve on the footballing front, however, with a host of new partnerships and initiatives, and the club financial scandals in the rear view, the infrastructure is being put in place for a resurgence of the record holders for Serie A titles.
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