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Juventus launches revamped digital ecosystem developed with Deltatre

Photo: Juventus/Deltatre

Juventus has unveiled a new “digital ecosystem”, including a new official website and mobile app, launched together with Turin-based technology company Deltatre. 

The new ecosystem, powered by Deltatre’s sport-focused publishing platform Forge, aims to deliver consistency across all of Juventus’ digital channels. Most notable is the integration of the club’s OTT platform, Juventus TV, into the experience as a video section wherever fans choose to access content from. 

The club says that the launch marks a complete revamp of its long-term digital strategy. The user experience has been designed from a mobile-first perspective, with all editorial and video content set to be available across all platforms.

A new membership programme and ticketing platform will be launched in the coming weeks, while Juventus says it is developing a smart watch app that will include live match data and statistics. 

Giorgio Ricci, Juve’s chief revenue officer, said that the new digital strategy aims to “put the fan at the centre of the project.”

He added: “Fans will be able to enjoy all of the available content – videos will play a crucial role in our products and services available at any place and at any time. In addition to this, another important purpose is to continue expanding our global audience, to enhance the brand further and offer our partners additional opportunities for visibility.”

Andrea Marini, deputy chief executive and chief commercial officer at Deltatre, added: “Owned and operated mobile-first channels are crucial to the storytelling capability and brand identity of sports teams and organisations. In Juventus, we found a partner that recognises the potential of investing in a premium, direct-to-fan relationship and the monetisation opportunities that this can unlock.”

Deltatre has had a busy start to 2020 as it looks to meet the increased demand for digital and streaming solutions following the Covid-19 pandemic.

In March, Deltatre announced the dual hiring of World Wrestling Entertainment’s Adam Bigwood and former Perform executive Adam Bowley to its commercial team, and a month later moved to appoint Tokyo-based Brent Mori as commercial director in the Asia-Pacific region.

April saw Bruin Sports Capital, the private equity firm founded by former IMG and Nascar executive George Pyne which bought a 75-per-cent stake in Deltatre in 2016, end its efforts to sell the company. Bruin had been targeting a a sale price of over $1bn (€910m) at the end of last year but changed its strategic approach in light of the uncertainty caused by the Covid-19 pandemic.

Then in May, it restructured its senior leadership team, moving Gilles Mas to oversee its OTT division after Ron Downey stepped down.