In this project, me and my colleague Federico present Juventus to Demand Inc as a potential partner. Demand Inc is a company that streamlines the process of finding partnerships and sponsors. We believe this has great value for Juventus - here we present the team to Demand as if we were Juventus' consultants.

1. JUVENTUS X DEMAND INC.
FRANCESCO PAZZI FEDERICO PERNA

2. ASSIGNMENT
Demand Inc is a company that specializes in booking partnership
meetings. They accelerate top of the funnel through booked meetings
Team of full-time researchers trained in building target contact lists
that match your exact ideal customer profile.
Human-natural tone messages for both email cadences and phone
scripts. Concise, non-salesy messaging is a point of strength.
Demand’s goal is to pique interest with qualified prospects and book
meetings on clients’ calendar. They strive to be the set up for the
close.
Please do a white space exercise to identify relevant opportunities for
Demand to consider. Remember, there are no bad ideas, but we do
want the rationale and support for your ideas.

3. ADDRESSABLE MARKET – SOCIAL MEDIA
53M 44M
10M 10M 8M 4M
0.6M 1M
93M 70M
40M 13M
17M 14M
5M - 11M 9M
4M -
Juventus social media following and the leagues they compete in
Juventus’ two most popular players on social media

4. ADDRESSABLE MARKET – TV VIEWERSHIP
1,5
1
1,6
2,2
1,1
0,923
1,5
2,1
2,3
0,963
1,5
1,6
1,8
1,7
1
1,4
1,3
1,2
0,848
2,1 2,1
0,861
2,5
1,6
2,2
1,6
1,2
1,4
1,3
0,796
2,8
0,937
1,2
1
0,632
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35
Juventus audience on DAZN*
Every round, 7 matches are a DAZN exclusive, 3 are in simulcast with
Sky.
*: data in millions of spectators, total per match
1,47M
average
viewers

5. ADDRESSABLE MARKET – TV VIEWERSHIP
*: data in millions of spectators, total per match
6.67
Millions spectators
on average per
Serie A match day
670K
Average audience
of an average Serie
A match in ‘21/’22
Total audience Serie A ‘21/’22
22%
Percentage of the average
Serie A round viewers
coming from Juve matches
+121%
vs the avg
audience of an avg
Serie A match
average

6. ADDRESSABLE MARKET – FANBASE
8
Millions of Juve fans in
Italy, 38% of its football
fans
110
Millions of Juve fans in
the world
69
Countries in which
Juventus established
fan clubs
4th Biggest fanbase among
football clubs in the world
The signing of Cristiano Ronaldo in 2018 and 9 Scudettos in a row
really helped Juventus increase its popularity and fanbase across the
world
The most recent developments of Juve’s fans club network have been
in Africa and Asia

7. Juventus was able to fill Allianz Stadium up to almost its full capacity
of 41,500 seats in every season since its opening in 2011. The last
three seasons have been affected by Covid-19, but all assumptions
lead to believe Allianz Stadium will be back to its usual numbers
A full stadium every game guarantees sponsors the exposure they
look for when they sign a partnership deal
AM – STADIUM ATTENDANCE
11/12 12/13 13/14 14/15 15/16 16/17
17/18 18/19 19/20 20/21 21/22
37,670 38,600 38,300 38,600 38,700 39,900
39,300 39,200 25,000* 0* 22,900*
*: attendance figures affected by Covid-19 restrictions
Stadium attendance is an incredible asset for Juventus when
negotiating stadium sponsorship contracts

8. ADDRESSABLE MARKET – JERSEY SALES
5° best jersey selling football team in the world, which guarantees all
jersey sponsors plenty of visibility
The sponsorship deal with Cygames, Juve’s back-of-jersey partner, is
expiring in 2022
Source: Statista, 2022
Top-10 jersey sales in 2021
The sponsorship deal with Bitget, sleeve patch partner, is expiring in
2023

9. VALUE PROPOSITION
Considering all areas, Juventus currently has more than 35 sponsors.
Many of them are expiring contracts and some sectors are missing.
Food & Beverage
Expiring in 2022
Expiring in 2023
Jersey Stadium naming rights
Videogames Betting
Fitness Banking

10. VALUE PROPOSITION
Crypto Financial
Fashion Consultancy
Transports Consumer Electronics
HR Watches
Expiring in 2022
Expiring in 2023
Social Media Energy

11. 6 sponsorship deals are expiring in 2022, including one on the jersey
sleeve, Bitget
3 more sponsorships are about to expire in 2023, one of them is the
patch on the back of Juve’s jersey, Cygames
Demand would work with Juve to renew and replace expiring
sponsorship contracts as well as signing new ones in company
sectors that aren’t covered yet
VALUE PROPOSITION
There are sectors where Juventus doesn’t have a partner yet. Some
examples: telco, fintech, airlines, cameras, retail grocery, dating apps,
phone manufacturers, tobacco, oil companies

12. BARRIERS TO ENTRY
Established structures with employees who are specifically tasked
with contacting potential sponsors and beginning a dialogue with
them
Demand’s AI would replace employees, forcing the team to reallocate
these people to other positions
Language barrier: Italian, Spanish, French, German will need to be
implemented in the software in order to successfully enter the
European market
Possible skepticism involved with replacing human work with an AI
Head of partnerships
Partnership strategy Partnership creation Partnership activation

13. EUROPEAN MARKET PENETRATION
As said, European teams typically use employees to perform the tasks
Demand’s AI can do
Successfully partnering with Juventus would guarantee Demand
enough visibility and credibility in the European football market to earn
more clients

14. THE TEAM
francesco.pazzi93@gmail.com
MBA Sports Management
linkedin.com/in/francesco-
pazzi
FRANCESCO PAZZI FEDERICO PERNA
federicoperna@outlook.com
Real Madrid Graduate
School
MBA Sports Management
Real Madrid Graduate
School
linkedin.com/in/federico-
perna

15. REFERENCES
Attendance report, Transfermarkt:
https://www.transfermarkt.co.in/juventus-
turin/besucherzahlenentwicklung/verein/506
Jersey sales report, 2021:
https://www.statista.com/statistics/1118294/football-shirt-sales-by-
club/
TV audience: https://www.digital-news.it/news/dazn/49094/dazn-
ascolti-nielsen-serie-a-35a-giornata-2-4-mln-individui-nella-lotta-
scudetto-inter-milan
Fanbase: https://thefootballlovers.com/top-10-football-clubs-with-the-
most-fans-in-the-world/
Sponsorships: Juventus.com/partners