HEINEKEN® IS THE NEW OFFICIAL BEER PARTNER OF JUVENTUS FOOTBALL CLUB
The two renowned companies announce a new three-year agreement that brings Heineken® to the Allianz Stadium with dedicated fan activations and post-match entertainment moments, designed to make the match-day experience even more special.
Milan, 19 February 2026 – Heineken® and Juventus Football Club are pleased to announce a new multi-year partnership aimed at enhancing the fan experience and strengthening the bond between the Club and its supporters. Effective today, Heineken® has been the Official Beer Partner of the historic Italian Club: a collaboration that unites two iconic brands, driven by international appeal and shared values, and which builds on Heineken®’s long-standing global relationship with the world of football.
This partnership was created with the goal of further elevating the fan experience at the Allianz Stadium, making every moment of the match-day more engaging, immersive and memorable. Through dedicated activations, experiential areas and post-match entertainment moments, the partnership introduces an innovative model of interaction that aims to strengthen the connection between Juventus and its fans, celebrating the rituality and sense of community that define the stadium experience.
Heineken® will in fact be present inside the Allianz Stadium, accompanying Juventus fans throughout the entire match-day experience with a program of dedicated activations designed to make it even more engaging and memorable.
After every home match, the Club Sivori, the exclusive hospitality within the stadium, will host the Heineken® Extra Time Experience: a signature moment curated by the brand to bring guests and fans together in an authentic and shared celebration.
Since 2011, when Juventus became the first Italian Club to inaugurate a privately owned stadium, the Allianz Stadium has set a benchmark for live experience excellence. Thanks to continual technological innovation and an ever-evolving entertainment offering, the venue now records an occupancy rate above 98% and welcomes over 4,200 guests across its seven hospitality areas at every match, confirming its status as one of the leading stadiums in European football.
A long-standing global player in the world of sport, Heineken® has built over time a deep connection with football and its fans, creating shared experiences, inspiring and enabling fans to meet other fans to experience the event together, with a Heineken®, and celebrating the connection, culture, and inclusivity of fandom.The partnership with Juventus marks the beginning of a new chapter for the brand in football: a journey that strengthens dialogue with one of the most recognised and passionate fanbases worldwide, a community that lives football as a shared ritual capable of bringing together different generations, cultures and stories.
“We are proud to announce this partnership with Heineken, bringing together two of the world’s most iconic brands and businesses. Heineken’s decision to partner with Juventus further reflects the strength and global positioning of our brand and our unrivalled position as the most globally supported Italian team.
This collaboration also aims to further elevate the fan experience across all areas of the Allianz Stadium, a venue that records the highest occupancy rate in Serie A and delivers an excellent fan experience across the whole stadium” commented Peter Silverstone, Chief Business Officer of Juventus.
“This partnership represents an extremely important opportunity for Heineken® to strengthen its connection with the world of football—a universal language capable of uniting people and passions around the globe. Together with Juventus Football Club, one of the most beloved teams in Italy and followed internationally, we aim to create unique experiences that engage fans of all generations and celebrate the passion, sharing and sense of belonging that make football such a special sport,” said Michela Filippi, Marketing Director of HEINEKEN Italy.
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