Italian Serie A football club Juventus has signed a wide-ranging exclusive partnership with soft drinks manufacturer Coca-Cola.

As an official partner of the club in Italy, Coca-Cola will have a presence in bars, lounges and hospitality areas at Allianz Stadium. Juventus said a “special branding” will be unveiled to celebrate the deal between the two parties.

The partnership will be promoted through events, visibility, activities and digital initiatives. Coca-Cola will also have a presence at Juventus’ flagship Undici store in Milan as part of the deal, which runs for two seasons.

Juventus’ chief revenue officer Giorgio Ricci said: “A brand like Coca-Cola fits perfectly into the current development strategy of the club, also through collaborations with partners of great value and prestige. This agreement will focus on enhancing the Italian market, which is very important for both, through the activities we are going to implement together. The ambition to grow together in the near future remains constant.”

Juventus moved into the 41,000-seat Allianz Stadium in 2011.

Coca-Cola has sponsored the FIFA World Cup since 1974 and has also been a partner of the UEFA European Championships since 1988.

Image: Gabriele Barberis