EA SPORTS will broadcast two Juventus pre-season friendlies live for the first time as the gaming company’s partnership with the Italian club expands beyond traditional branding and content initiatives.
Fans around the world will be able to watch Juventus’ summer friendly against Nice on July 31 at the Juventus Training Center, followed by the club’s annual in-house match against Juventus Next Gen at Allianz Stadium on August 17. Both matches are scheduled to kick off at 18:00 local time.
The move marks the first time EA SPORTS has used its own streaming platform to air Juventus matches, representing a new phase in the long-running partnership between the two organizations.
According to the club, the initiative is designed to bring supporters closer to the team by creating new digital engagement opportunities and expanding access to key moments of the club’s pre-season preparations under head coach Luciano Spalletti.
The broadcasts highlight a growing trend of gaming companies evolving from branding partners into direct sports media distributors, using their digital ecosystems to deepen fan engagement beyond video games.