MILANO (ITALPRESS) – Heineken® and Juventus Football Club announce a new multi-year partnership, designed to enrich the fan experience and strengthen the link between clubs and fans. From now on, Heineken is Official Beer Partner of the historic Italian Club: a collaboration that combines two iconic realities, united by an international passion and shared values, and that fits into the historic bond of Heineken with the world of global football.
This collaboration was born with the goal of further raising the fan experience at the Allianz Stadium, making every moment of the match-day more immersive and memorable. Heineken® will be present within the Allianz Stadium, and will accompany the Bianconeri fans along the entire match-day experience, through a dedicated activation program designed to make it even more engaging and memorable. After each game played at home, the Club Sivori, an exclusive setting of the Bianconero stadium, will be the setting for the Heineken® Extra Time Experience: an exclusive moment signed by the brand, designed to bring guests and fans together in an authentic and participatory celebration.
Since 2011, when Juventus was the first Italian club to inaugurate a stadium of ownership, the Allianz Stadium is a model of excellence in live experience. Thanks to a continuous path of technological innovation and a constantly evolving entertainment offer, the plant today records a filling rate of more than 98% and hosts, in its 7 hospitality areas, more than 4,200 guests at each game, confirming one of the absolute points of reference in the European football scene. “We are proud to announce this partnership with Heineken, which combines two of the most iconic brands and companies in the world.
Heineken’s decision to collaborate with Juventus further demonstrates the strength and global position of our brand, as well as our unique position as the Italian team with the most international follow-up. This collaboration also aims to further improve the fan experience in all areas of the Allianz Stadium, a structure that records the highest fill rate in Serie A and offers an excellent experience in every field of the stadium,” commented Peter Silvestone, Juventus Chief Business Officer.
“This partnership is an extremely important opportunity for Heineken® to strengthen the connection with the world of football, a universal language capable of combining people and passions around the world. Together with Juventus Football Club, one of the most popular teams in Italy and followed internationally, we want to contribute to creating unique experiences that involve fans of every generation and celebrate together the passion, sharing and belonging that make football a really special sport” – said Michela Filippi, Marketing Director of Heineken Italia.
-Photo printing office Heineken-
(ITALPRESS).
