Juventus, Inter, and AC Milan have long been the titans of Italian football, battling not just on the pitch but also for marketing dominance in the league. Historically, these three clubs have vied for the title of Italy's biggest, with fans debating endlessly over which holds the crown. However, a senior figure at Juventus has dropped a bombshell: the rivalry is shifting in a dramatic way.
Rivalry Shifting
Marco Castellaneta, the director of marketing for Juventus, spoke at the Sbobis Conference in Hamburg, and his insights were relayed by MilanNews. He revealed that the traditional competitors—Inter Milan, AC Milan, and even giants like Real Madrid—are no longer the primary focus. Instead, Juventus now sees its rivals as entertainment brands competing for the same mission: capturing people's time.
Castellaneta stated, "We've managed to increase this value by 40% in recent years in terms of visibility returned to partners. But the most interesting aspect is that at the Creator Lab, everything becomes an IP, designed from the outset to be associated with a brand." He emphasized, "Once upon a time, our competitors were only Inter Milan, AC Milan, and Real Madrid. Today, I think our competitors are all those entertainment brands fighting for the same mission: to have people's time. And I'm talking about Netflix, Amazon, Disney, TikTok. It's also an opportunity that the football industry can exploit in the coming years."
This shift highlights how the marketing landscape is evolving, with football clubs now competing against global media giants for audience attention. It underscores the need for innovative strategies to engage fans in an increasingly digital world.
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