3. How can we credibly champion and leverage a Club’s identity to extend beyond the sports sector?

Luca Adornato Head of Marketing at Juventus and Lidi Grimaldi, Managing Director at Interbrand Milan On the global market, sports brands now play a role that goes beyond just performing on the field, and have entered the broader sphere of entertainment. In this context, it suffices to say that sport is the second industry in terms of market share (€ 142 Bln, 21% of the share). As part of this movement, football is by far the lead player (€
40 Bln, 28%). Indeed, entertainment and sporting performances co- exist within in an ecosystem of content and channels, moving seamlessly between physical and digital; the goal is to engage with local and international audiences by building a global community united by values that transcend individual sectors.
Apparently it’s a symbol for a ‘way of living’ that represents the ‘future of football’.
(CNN.com, 18 January 2017)
This was CNN’s take on the launch of Juventus’ new branding and marketing strategy in 2017.