Juventus have become the first Italian team in history to partner with EA Sports, striking a three-year partnership to make FIFA the exclusive and official video game of the Italian giants. Juventus have clearly stated their intentions on the pitch, snapping up Roma’s midfielder Miralem Pjanic and Barcelona fullback Dani Alves in the transfer window so far, and the five-time Serie A champs look to further cement their place amongst the best in the world.
Juventus’ management team has placed premium importance on forward-thinking branding and development, and this partnership is just the latest shrewd marketing move on the part of the Bianconeri, who announced the move via a statement on their website. With deals in place with adidas, Jeep, and now EA Sports, Juventus continue to broaden their global marketing appeal by partnering with the world’s most successful soccer game.
According to the release: "In addition to new player faces and creating Juventus Stadium through FIFA 17’s brand new engine Frostbite, the partnership will see a range of cross-marketing activities during the 2016/17 season including EA SPORTS gaming pods with FIFA 17 located in Juventus Stadium, accessible before the matches and at half time, fan competitions hosted on EA and Juventus digital channels and a dedicated EA SPORTS sponsorship of the Juventus MVP of the month."
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Juve’s Giorgio Ricci, Head of Global Partnerships and Corporate Revenues weighed in on the move from the bianconeri standpoint, saying: "Juventus’ agreement with EA SPORTS is of great importance because it represents the first time that an Italian football club has signed a partnership with the video gaming giant and allows us to truly reach out to the entertainment industry on a worldwide scale given the popularity of FIFA 17 among young people and indeed the rest of the market."