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Juventus renews IMG licensing partnership and expands it into USA and Canada

Juventus Football Club is renewing its licensing partnership with IMG and has expanded the new multi-year agreement to include the US and Canada.

IMG has been Juventus’ exclusive licensing representative in Asian territories, Australia and New Zealand since 2016.

Juventus were recently crowned Serie A champions for the seventh consecutive year and have increased their global profile by signing Cristiano Ronaldo from Real Madrid.

The club has 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.

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.

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.