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For the 2023/24 season, we worked with Juventus and their Chinese partner, Ganten, to deliver a series of impactful commercial activations across China. 

Focused on maximizing ROI through local partnerships, we launched the China Bianconeri Tournament, a blend of offline and online activities that spanned five major cities: Shanghai, Beijing, Chongqing, Guangzhou, and Xi’an.

The tournament featured fan-centric events, including football tournaments for Juventus Official Fan Clubs, match viewing parties with Juventus legend Andrea Barzagli, and unique cultural experiences in each city. These offline events were designed to deepen fan engagement and enhance Juventus’s brand positioning in the Chinese market.

To amplify the impact, we leveraged enhanced digital strategies, collaborating with local platforms and broadcasters for event promotion. This comprehensive approach not only drew nearly 700 passionate fans to the events but also significantly boosted Juventus’s visibility across China.

The success of this campaign demonstrated the power of blending offline and online strategies to activate partnerships to greater depth. By creating memorable, localised experiences and strategically positioning Ganten alongside Juventus, we reinforced both brands’ presence in the market, driving meaningful fan engagement and commercial returns throughout the season.