Italian giants Juventus and the globally recognized hydration brand Stanley 1913 have announced a new multi-year partnership. This collaboration merges elite sports heritage with contemporary culture, aiming to connect with the club’s 190 million global followers through a blend of performance and style.
At the Intersection of Sport and Culture
The partnership marks Juventus as the first and only Italian club to join forces with Stanley 1913. By leveraging Juventus’ massive digital ecosystem—which generated over 6 billion video views last season—the brands will create authentic storytelling content. Fans can expect to see Stanley products integrated into behind-the-scenes training footage, player-driven lifestyle narratives, and matchday experiences.
Engaging the New Generation
“Juventus and Stanley 1913 share the ambition to represent a bold, contemporary way of life,” said Peter Silverstone, Juventus’ Chief Business Officer. With one of the youngest fanbases in Europe, Juventus is the perfect vessel for Stanley’s transition from durable performance gear to a must-have lifestyle accessory.
Co-Branded Collections on the Way
A major highlight of the deal is the development of co-branded products. These collections will combine Juventus’ iconic identity with Stanley’s functional, high-quality designs, allowing fans to represent their team in their daily lives. Ben James, General Manager EMEA of Stanley, noted that both brands share a century-long heritage that has evolved from pure performance into a modern lifestyle staple.