Juventus Football Club and Heineken® have officially entered into a new multi-year partnership, appointing the world-renowned brewery as the club’s Official Beer Partner. Announced on February 19, 2026, the collaboration aims to transform the match-day experience at the Allianz Stadium through innovative fan engagement and exclusive hospitality events.
This partnership unites two global icons and reinforces Heineken’s deep-rooted connection to elite football, expanding its footprint in the Italian market alongside existing sponsorships in the Champions League and with other top Serie A clubs.
Elevating the Allianz Stadium Experience
The collaboration focuses on making the match-day more “immersive and memorable” for the 41,000+ fans who fill the stadium.
- Heineken® Extra Time Experience: A major highlight of the deal, this signature post-match event will be hosted at the Club Sivori—one of the stadium’s most exclusive hospitality lounges. It is designed to bring guests and fans together to celebrate the game’s results in a shared, authentic environment.
- Match-Day Activations: Heineken will have a significant presence throughout the stadium, including experiential areas and dedicated entertainment programs that begin long before kickoff and continue after the final whistle.
- Hospitality Excellence: With the Allianz Stadium boasting a 98% occupancy rate and hosting over 4,200 hospitality guests per game, Heineken will play a central role in serving the club’s premium audience.
Leadership Perspectives
Juventus Chief Business Officer Peter Silverstone noted the strategic importance of the deal:
“The decision of Heineken to partner with Juventus further testifies to the global strength of our brand… This collaboration aims to further improve the fan experience in all areas of the Allianz Stadium.”
Michela Filippi, Marketing Director of HEINEKEN Italy, emphasized the cultural link:
“Together with Juventus, one of the most loved teams in Italy and followed internationally, we want to contribute to creating unique experiences that celebrate the passion, sharing, and belonging that make football special.”