Juventus has selected nine startups for the second edition of its Forward Squad programme, using partnerships with emerging technology companies to explore new opportunities in athlete performance, fan engagement, stadium operations and corporate innovation.
The 2026–27 cohort was unveiled at Wave by Vento at OGR Torino. The programme is part of Juventus Forward, the club’s open innovation platform designed to identify, test and scale solutions across sport and business through practical pilot projects.
The new group follows the programme’s inaugural season in 2025–26 and is divided into two areas: Sport Performance and Corporate Innovation.
“Forward was a project we had imagined, and seeing it become a reality has been very rewarding,” said Giorgio Chiellini, Juventus’ chief club affairs officer. Reflecting on the first year, he highlighted the startups’ determination to improve, enthusiasm for working with the club and ability to turn challenges into opportunities for growth.
Technology across performance and operations
Four startups will work on sport performance, with applications ranging from biomechanical analysis to nutrition and athlete health.
- ForceTeck uses artificial intelligence and video to assess biomechanics without sensors or laboratory equipment. Juventus will use the technology to analyse players’ physical attributes, technical skills and reactions, supporting performance development and injury prevention.
- NUHPRO, an Italian food technology company, develops personalised nutrition solutions based on the concept of food as medicine. Its pilot will focus on a whey-protein pre-training formulation designed to support performance, recovery and digestive tolerance.
- Vitelle specialises in health and performance data for female athletes. Working with Juventus Women, it will develop individual physiological profiles and monitor players’ responses over time, with particular attention to hormonal health.
- Qe combines wearable devices and software to synchronise on-field conversations with video. Juventus will explore how vocal data can help assess communication, coordination and leadership within the team.
The five corporate innovation startups focus on fan experience, commercial opportunities and infrastructure efficiency.
- CrowdIQ uses high-resolution imagery and AI to analyse stadium audiences, including movement, engagement and purchasing propensity. The insights could help clubs develop commercial opportunities, increase revenue and improve sponsor activation.
- Kanoa Solutions develops technology to reduce building consumption and improve efficiency. Its Juventus pilot will target water savings across club facilities, using high-efficiency tap filters with the aim of reducing water consumption by up to 35%.
- SuperQuickQuestion offers fans 60-second video calls with athletes through purchases, loyalty programmes and promotions. Juventus will test the format to strengthen international fan engagement and explore sponsorship-related commercial opportunities.
- Talkalytics turns conventional surveys into voice-based questionnaires, using AI to identify more than 46 emotions in responses. Its project will gather fan feedback on stadium experiences, membership programmes and sponsor initiatives.
- Vivilo uses AI to organise event photos and videos automatically, matching content to attendees to create personalised galleries. The technology is designed to speed up content distribution and improve the digital experience.
From stadium infrastructure to media intelligence
The programme also targets the operational systems that support a major football club.
WisyPlan provides an AI-based operating system for architecture, engineering and construction projects, integrating documents, technical drawings, 3D models and site data. Juventus will use it to improve coordination between its real estate and facility management teams, streamlining project changes and decisions involving stadium infrastructure.
Zaro develops AI infrastructure that connects corporate information systems in a shared environment with data controls and traceability. Its pilot will focus on an intelligent media desk for Juventus’ press office, bringing club mentions together in one place to simplify daily workflows and information sharing.
The initiative extends beyond traditional startup acceleration. Juventus aims to build connections between the club, technology businesses, commercial partners, institutions and universities, with support from organisations including The Players Fund and Vitalmatch Accelerator.
For football clubs, the model offers a way to test emerging technologies within a live operating environment before considering wider adoption. Juventus’ latest cohort reflects how innovation programmes are increasingly being used not only to improve performance on the pitch, but also to develop fan data capabilities, strengthen sponsorship opportunities and improve the efficiency of stadium and corporate operations.