Juventus Creator Lab: a novel strategy for football media

Over the years Juventus FC has had to endure substantial challenges on and off the field, however, they are making a robust return in the digital space. The club’s digital team is working diligently to establish new, stable revenue sources through the Juventus Creator Lab, initiating partnerships and launching new online platforms.

It is evident that the Italian giants have not been very forthcoming about their vision, strategy, and future plans for the club in recent years.

Considering the pressure they’ve faced after being docked 10 points by the Italian football federation’s appeals court, it’s understandable why they’ve been less communicative. This penalty resulted from an investigation into the club’s transfer activities.

The legal case remains unresolved, as the club maintains they have operated within the rules. Additionally, several executives were banned from football due to their involvement, leading to the appointment of a new executive team to bring stability to Turin.

One of the newer executives at Juventus Football Club is Mike Armstrong, who became Chief Marketing Officer in September 2021. The Canadian leader brings a diverse background in technology, having worked with Google and YouTube, and in advertising, with experience in fast-moving consumer goods brands like Kraft Foods and AB-Inbev, as well as in an esports start-up.

The Juventus Creator Lab is the birthplace of Juventus’ digital products, a fresh creative approach inspired by LA-style creator houses and gaming studios, designed to cater to a global fanbase.

The Juventus Creator Lab is designed to enhance accessibility and foster a closer connection across all areas of Juventus, including the men’s and women’s first teams, Next Gen, legends, esports teams, and even the innovative animated kids’ series dedicated to the younger fanbase, Team Jay.

With a rich background in corporate America, Armstrong objective is where the overarching aim has always been clear ever since he joined: to outpace competitors in growth while simultaneously enhancing profit margins.

This mentality is what Juventus and the entire football industry needs, a defined objective of consistently generating revenue to fund the development of a football team capable of competing with the world’s top clubs.

Armstrong talks about the instability within the industry via an interview for Off The Pitch, which he acknowledges as a fundamental aspect of sports. Success or failure in qualifying for competitions can cause substantial revenue fluctuations.

“For me, this is the approach we need to pursue. Players are always crucial, but they come and go, and their presence can be unpredictable. So, I believe all football clubs need to explore ways to make their business less susceptible to volatility. In my case, along with my colleagues, we confront a reality where players serve as key distribution drivers due to their social media followings,” he explains.

“However, recently, out of necessity, we decided that we had to develop a business model capable of ensuring substantial revenues even when major players departed the club. With this goal in mind, we’ve witnessed a significant transformation in our approach and operations, and we believe we’ve made considerable strides in recent years.”

With an annual revenue of $741 million, Juventus has faced difficulties in their digital operations after the departure of key social media influencers such as Cristiano Ronaldo, Angel Di Maria, Leandro Paredes, and Paul Pogba.

To determine the type of content creator you should become, it’s essential to understand your audience. Armstrong recognised that with 90 percent of Juventus fans living outside Italy and 40 percent of them being under 24 years old, the club needed to significantly rethink their approach.

They have achieved impressive milestones with 60 million followers on Instagram, 30 million on TikTok, and 7.5 million on YouTube. Armstrong mentions that they have exceeded initial expectations, and he anticipates substantial revenue growth from sponsors in the coming years.

A clear indicator of their progress is the addition of 2 billion more video views last season compared to the one before, and an overall increase of 159 percent in video views across their ecosystem over the past two seasons.

Simultaneously, they initiated several partnerships, including one with Celine Dept, a rapidly growing digital sports creator with 43 million followers. Juventus also partnered with 433, one of the world’s leading football communities boasting 115 million followers, and Wave Sports + Entertainment, which has over 130 million followers across its various accounts.

The difficult part for Juventus, as with all other clubs, is making sure they create content that connects with all their fans.

Looking at all this from a football landscape in Australia, it seems too good to be true to have a physical laboratory of where a clubs digital products are born, this would greatly benefit the Isuzu UTE A-League men’s and Liberty A-League women’s to enhance the clubs around the country not only on social media platforms but also both in a traffic and engagement aspect to be seen by global brands.

Coogee United: A club set to catapult through local grant

The Local NSW Grant has provided an important influx of funds for the success grant recipients enlisted, it will provide finances into specific areas of their respective clubs.

Upon the major list featured on the NSW Local Grant website, features a vast variety of football clubs across the state.

Coogee United is volunteer run community football club within the eastern region of NSW. Currently competing within the Eastern Suburbs Football Association, the club have entered their 21st season of operations having established foundations in 2003. As a staple amongst eastern suburb football within NSW, the club boast 25 teams, which 17 of those are male, and eight of those female.

The east side club where successful within the clubs application, Amy Singh lives and breathes football. Her involvement within Coogee United, echoes the all-important effect undertaken by those within her position across the nation.

As esteemed vice-president and representative of the Coogee United Board. She discussed the clubs ambitions in the wake of becoming recipients, of a much needed cash boost.

Singh talked about the impact the grant can have upon the club.

This grant will be game changing for our women’s program within Coogee United,” she said.

The newly encountered funds are all to be dedicated towards the women’s program at Coogee United. Primarily targeted towards high quality training grounds and adequate training equipment.

Additionally, funding will be provided towards women’s teams for new club apparel.

Amy Singh touched upon how the specific areas the grant finances are allocated towards, can attract new participants.

“When attracting women to a new sport it is key we break down barriers to participation. Safe, welcoming facilities, along with female specific, well fitting kit is key to ensuring participants are comfortable within the sporting environment. It takes courage to take up a new sport, so we want to make it as accessible as possible.”

The interest in which women’s football has experienced in over the last 5 to 6 years is described by Singh as “burgeoning.”

In the wake of the 2023 women’s world cup, there has been a spike of female participants over the age of 18 who are determined to become involved in football at an entry level.

Singh elaborated upon the importance of the two way relationship between female club participants and football.

“Being able to introduce women to football at any age is so important not only for the obvious health and wellbeing physical fitness aspects, but also as football (and many team sports) provides enormous mental health benefits, and a sense of belonging within our footballing club community,” she said.

We are committed to providing a high quality, but affordable football club experience to our members. We see football as a community first, and rely heavily on an army of volunteers to deliver our aims.”

Singh discussed the long-term aspirations for the club.

“Coogee United currently do not operate a youth system. Something in which club representatives are opting to change over the course of the upcoming seasons ahead,” she said.

“Long term, we would love to be able to re-start the junior arm to our club. We know football is growing in popularity amongst junior participants too.

“However to be able to do this we need to ensure we have the required funding, volunteers and available facilities to be able to deliver a well structured and managed junior football program.”

The NSW Community Grant funds regardless of the amount provided on behalf of the NSW Government, has the capacity to transcend football clubs in whom are success applicants.

Coogee United have made their aspirations concise. It is now of speculation as to how other successful applicants seek to prosper with a new influx of finances.

Venezia FC: cultivating a unique fashion and branding profile

The heritage, the charm, the biennales, the architecture, the art, the canals, the fashion and now football has been added to that list.

Venice boasts a wealth of cultural treasures, and for the first time in 19 years in 2021 the city had its own football team, Venezia FC, playing in the top division of Italian football.

Despite the city’s brilliance and beauty, Venezia FC’s path to the top has been far from conventional. Over the past couple of decades, the club has faced financial chaos, backroom turmoil, relegations, and takeovers. Yet, despite these sink-or-swim moments, the few years prior to being promoted to Serie A, have seen the club flourish on the world stage in a completely new way.

Despite players and fans needing to travel by boat to the 11,150-capacity Stadio Pier Luigi Penzo, the club has ascended with a clear Moneyball philosophy and a marketing team that has transformed them into a true powerhouse in style and with the highest level of craftmanship to the making of clothes.

The kits have been an undeniable success, generating the kind of buzz and headlines usually reserved for Nigeria and PSG releases. The home kit sold out on its first day of sale, and since then, 95% of online sales have come from outside Italy. Venezia FC has truly gone global.

Naturally, any marketer understands that successful brands don’t just provide products to purchase; they offer something to be a part of. While selling items is beneficial, selling a lifestyle is even more effective.

Before long, the website of Venezia FC began featuring poetic essays about the city and interviews with esteemed cultural figures like Cecilia Alemani, the artistic director of the Biennale. The post-match report adopted a passionate editorial tone that is rarely observed in the realm of football.

Ted Philipakos, the former Chief Marketing Officer of Venezia FC, is one of the key architects behind the club’s rapid success both on and off the field. As the club started to emerge from its depths, the former NYU sports marketing professor managed Venezia’s transition from Nike to Kappa – a change that has significantly transformed the club ever since.

Venezia’s fairytale return to prominence has been widely chronicled, but a lesser-known story is how the club swiftly transitioned from the verge of collapse to flourishing once more.

The club’s initial connection to the fashion world came through a scarf created in collaboration with the New York collective Nowhere F.C., produced in 2017 featuring in a photoshoot in NYC.

Under the art direction of Fly Nowhere, Venezia FC’s marketing, creative strategies, and merchandise were managed between New York and Venice, providing the club with global visibility through a stylistic perspective for the first time.

In February 2020, Duncan Niederauer, the former CEO of the New York Stock Exchange spearheaded an ownership restructuring and assumed the role of president, a time when the club was undergoing one of the most dramatic rebranding’s in recent football history. The club aimed to align its identity more closely with the city’s renowned classical art and architecture.

The Winged Lion, central to both the club’s logo and the iconic Piazza San Marco, received a redesign. The kits were revamped to emphasise the club’s signature green and orange colour scheme, enhanced with subtle gold features, creating one of the most visually striking combinations in world soccer. Suddenly, Venice boasted a soccer team as glamorous and stylish as the historic buildings lining its canals.

Venezia FC will be vying to be promoted once again to the Serie A in a two legged playoff against Cremonese over the next week, with avid enthusiast of football culture will be hoping to see more of what has been famously described as “football on water” being played at the Pier Luigi Penzo Stadium once again in the top division.

The Isuzu UTE A-League and Liberty A-League clubs can take learnings for some of the techniques and strategies that have worked so well at Venezia FC, whether that is partnerships, kit launches stylishly shot around the teams home city, or even if its to standout by not having a typical football club badge, Venezia FC has set the standard on how to market their merchandise through social media platforms as well as having an upmarket boutique store.

Philipakos noted a shift in the global football landscape he said via the esquire website:

“There was a technological evolution, a generational change and a psychographic shift, where this new generation had an entirely different relationship with football.”

It is important for teams around the country to understand that a club doesn’t need a top player or be playing in the top division for them to have a huge following on social media, understanding the marketing aspect will be enough.

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