WWE has officially revealed a new strategic partnership with Juventus FC, marking a crossover between sports entertainment and global football culture.

The announcement outlines a long-term collaboration focused on creating original content, fan experiences, and cross-promotional initiatives. Both brands aim to connect their worldwide audiences through shared activations and storytelling opportunities.

“Juventus and WWE today announced a new strategic partnership designed to develop original experiences, content and activations that bring together football, sport, entertainment and global fan culture.”

The partnership was already showcased during the recent WWE Clash in Italy event, held on May 31 in Turin. This Premium Live Event represented WWE’s first major show in the country and served as a launching point for the collaboration.

WWE Juventus partnership details

During the weekend, several joint initiatives highlighted the connection between the two brands. These included digital content featuring Juventus mascot Jay alongside Jey Uso, as well as social media coverage of Cody Rhodes receiving a custom Juventus jersey. In addition, exclusive WWE x Juventus championship title belts were made available to fans at merchandise stands inside the arena.

“WWE Clash in Italy, held this past weekend in Turin on Sunday, May 31, marked the first tangible moments of collaboration between the Juventus and WWE worlds. Across the weekend, multiple touchpoints brought the two fan communities together including: co-created content between Juventus mascot Jay and WWE Superstar Jey Uso; social coverage of Undisputed WWE Champion Cody Rhodes receiving a custom Juventus jersey; and the availability of the previously revealed WWE x Juventus Championship Title Belts at merchandise stores around the Inalpi Arena.”

Looking ahead, WWE and Juventus plan to expand their partnership through co-branded merchandise, crossover content, and joint appearances involving talent from both organizations. The deal will also include fan-focused events, international activations, and campaigns aimed at reaching new audiences.

“As part of the ongoing partnership, Juventus and WWE will explore a wide range of opportunities, from co-branded merchandise and cross-promotional activations to crossover content, cross-promotional partner activations, creator-led storytelling and the integration of WWE and Juventus talent into key cultural moments. The collaboration will also extend to fan experiences, events and international activations, alongside campaigns designed to reach new audiences. At its core, the partnership establishes a long-term vision focused on building recurring cultural moments that connect football, entertainment and the next generation of fans.”

The announcement comes as WWE continues its European Summer Tour, which runs from May 28 through June 24, with stops across Italy, Spain, the United Kingdom, France, and Portugal.

WWE Announces Strategic Partnership with Juventus FC

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