Juventus has unveiled its 2026/27 Membership programme, introducing new digital features, expanded benefits and updated membership tiers as the club continues to strengthen its direct-to-consumer strategy.
Traditionally centred around ticket access, membership schemes are increasingly evolving into broader ecosystems that connect supporters with retail, hospitality, digital services and exclusive experiences. Juventus’ latest initiative reflects that growing trend.
Among the most significant additions is the launch of a digital Membership Card Wallet, allowing fans to access their membership through Apple Wallet and Google Wallet.
The digital card is designed to serve as more than proof of membership, functioning as an entry point to discounts and benefits across the Juventus ecosystem, including official stores, the Juventus Museum and selected stadium services.
Juventus has also refreshed its premium J1897 Membership tier, dedicating the 2026/27 edition to club icon Zinedine Zidane.
Members subscribing to the package will receive an exclusive welcome kit featuring a replica of Zidane’s iconic 1997/98 Juventus shirt, commemorating the season in which the club secured its 25th Serie A title.
In addition to collectible merchandise, the premium membership includes priority access to high-demand fixtures, discounts on tickets, retail purchases, museum visits, hospitality packages and club services.
“I am truly honoured that the J1897 Membership 2026/27 is dedicated to me and to this wonderful 1997/98 team,” Zidane said following the announcement.
The club also confirmed that its partnership with the ELA Foundation will continue, including a corporate donation to support research into leukodystrophies.
Juventus has further redesigned its Black&White Membership by buddy programme, adopting a more digital-first approach. Supporters can now purchase a lower-cost digital package while retaining the option to buy a physical welcome pack separately.
The revised structure aims to offer greater flexibility and reflects changing consumption habits among supporters, particularly international fans who increasingly engage with clubs through digital platforms rather than physical products.
Alongside the digital enhancements, Juventus has expanded access to experiences such as meet-and-greets, virtual player events and exclusive ticket sales, underlining the club’s ambition to deepen engagement with its global fan base.