November 1, 2017, Juventus, a Serie A giant founded in 1897, celebrated its 120th birthday.
On November 1, 1897, some students from Massimo D’Azeglio High School in Turin were thinking about setting up a football club on the bench at the junction of Emmanuele Street and King Umberto Street. After several discussions, they decided to take the Latin "Juventus" as the name of the club, demonstrating the vitality of the founders.
Today, Juventus, located in Turin, a city in northern Italy, is one of the oldest and most successful clubs in Italy. In the 120-year history, Juventus has experienced troughs, but it has been able to come out of the trough again and again to reach its peak. The Zebras have achieved six consecutive championships in Serie A , and have twice reached the Champions League finals in the past three years. It is one of the most influential teams in the world football world today.
Today is the 120th anniversary of the club's establishment, so the team released a video to commemorate this moment -
In fact, Juventus fans should have noticed that after the team moved into the new stadium, especially this year, the team's commercial development has entered a fast lane.
On September 9, 2011, Juventus' new stadium set sail. In the past six years, the average attendance rate of the new stadium has reached 92%, with a total of 5.986,695 tickets sold, bringing Juventus an average of 41 million euros in ticket revenue each year. Although it is not as good as other European giants, it is far more than other Serie A competitors and is much higher than Juventus’ previous annual ticket revenue of 10 million euros.
need not be repeated. The launch of the new stadium has made Juventus the first club in Italy to own a stadium, which is beyond the other Serie A competitors. The granting of the stadium naming rights to world-class Allianz also reflects the vision and ambition of Juventus Club.
On January 17, 2017, the Italian Juventus Football Club held a press conference in Milan, officially launching the club's new logo and a new visual image - "Black and White and More". At the press conference of
, Juventus Club , Chairman Andre-, Agnelli, said that the club took a year to conduct research and design, hoping to find a way to adapt to new market demands, while showing Juventus' sense of belonging and a visual image of future vision.
chose "J" as the theme of the new logo, not only because it is the first letter of Juventus' name, but also pays tribute to the late club legendary chairman Jani Agnelli, who once said: "I am always very excited whenever I see words starting with J in the report."
and the team has not only changed the team logo. Behind a simple and modern letter "J", is the club's ambition to transform from a football club to a modern brand to integrate the real estate, tourism, medical care and youth training colleges around the stadium.
Although many fans complain that such a minimalist team logo has made the team lose a lot of traditional meaning, in fact, these "traditions" may be the burden that the club wants to remove.
Look at the United States on the other side of the Atlantic. The logos of teams in major leagues are relatively concise and clear, directly reflecting the characteristics of the team's main body. Looking at the streets, whether they are loyal or not, there are people wearing New York Yankees baseball caps. How can European club owners not be moved? Therefore, Juventus' new team logo also has a "American" imprint.
And in the current globalization + Internet, what European wealthy families are doing is no longer "a business within a radius of 30 kilometers" and "a loyal economy". To go global to European wealthy families, they must quickly convey their brands to customers of various cultures. Therefore, it is not difficult to understand that the club makes the decision to simplify the team logo and make its trademark more distinctive to the club's main character.
Otherwise, look at the world-renowned brands LV, Hermas, Coca-Cola, McDanolds’ (Okay, Golden Arches…), which one reflects their logos from France or America? But which of these brands is not well-known worldwide?
Moreover, in addition to these strategic considerations, the reality is that the club can reap the dividends of derivative sales once again.
▼Is the pictures given by a design website very high-end? Something like a luxury product? Can you enter the fashion industry?
▼Juventus’ special design for Halloween
2017, just by fingers, Juventus has signed a contract, and the ecosystem has followed up with the strategic cooperation reported by the ecosystem is -
In June, the domestic mineral water company Baisuishan signed a sponsorship contract with Juventus Club. They will become one of Juventus’ global partners as top sponsors.
7 In July, Juventus signed a contract with Japanese gaming company Cygames for three years. The trademark of the words Cygames will appear behind the jersey. The number is
88. Juventus officially announced that the club has officially cooperated with Italian beverage manufacturer Beebad, and the two parties have signed a contract for three years.
html In August, Juventus officially announced that Italian coffee brand Segafredo officially became the club's official partner, and the two parties signed a contract for three years.In September, Juventus officially announced that the club and Costa Cruises officially launched cooperation in China and Southeast Asia, and will hold a series of cooperation unveiling events in Shanghai, Shenzhen and Tianjin, and invite a legendary Juventus superstar to attend the ribbon-cutting and unveiling.
9 September, Juventus Football Club was pleased to announce that the club will sign a long-term cooperation agreement with MM’s. This famous candy brand affiliated with the Mars Group in the United States will establish new cross-field cooperation with the Zebra Legion to better spread the brand influence of both parties.
In October, Juventus officially announced that the online video giant Netflix will soon produce a 4-episode documentary for the club. Each episode lasts about 1 hour, including the team's daily training, away games, behind-the-scenes stories and other in-depth content, which is expected to be launched in early 2018.
In October, Juventus Football Club officially issued a statement: Starting from October 15, 2017, it will embark on a three-year new journey of regional cooperation in Asia with Yongle International, a leading brand among Asian comprehensive online game operators, until 2020.
▼Juventus's own partners displayed on its official website are not as good as Manchester United Real Madrid and other teams, but they have shown the actual situation of the club's strengthening commercial development.
In addition, in terms of the arena, although Juventus lost to Real Madrid in the Champions League final last season, Juventus is the team that has gained the most profits in the Champions League this season, and they have earned 109 million euros from the Champions League. A series of business cooperation such as
, coupled with the success on the field and the outstanding results of stadium ticketing, has brought considerable income to Juventus. On September 22, Juventus released its financial report last season. financial report shows that as of June 30, 2017, Juventus' revenue reached a record 562.7 million euros last season, compared with 387.9 million euros in the same period last year, a year-on-year increase of 45.1%.
In addition, Juventus has also made achievements in leadership, with Juventus chairman Andrea Agnelli and Arsenal CEO Ivan Gazidis being appointed as members of the UEFA Executive Committee. Agnelli even replaced Ruménig and became the new chairman of the European Club Association.
In addition, in June 2017, Juventus also had its own women's football team for the first time.
With the arrival of his 120th birthday, Milan Sports also named 12 superstars in Juventus history: Orsi , Parola, Boniperti, Sivori, Betga, Zov, Sirea , Platini , Piero, Zidane , Nedved , and Buffon. Juventus' official website also launched a selection of favorite stars in his mind. Celebrations of Juventus fans are also underway around the world.
In Italy, football clubs are the family business in "The Godfather". However, now 120 years after Juventus was established, and 94 years after the Agnelli family took over Juventus, it is rare for such a long time in Italian football and even the world football world.
Although Juventus is leaning against a powerful family, he has never stopped his self-reliance. With the change of Serie A giants in recent years, their fans hope that the "new dads" from China can spend a lot of money to quickly reshape the team's glory. The heart of fans is understandable, but what is more important than quickly reshaping glory is that "children" should learn to walk by themselves as soon as possible. After all, "Dad" will not be with you forever.
From various measures, although they both entered the Champions League finals in three years and failed in five consecutive Champions League finals, these will not stop a club from striving to rise.
After 120 years of history and the decline of the B-class years, Juventus players and fans know the power of perseverance, and the clubs respect the laws of sports development more. On the road to team rejuvenation, fans and players are willing to follow this club and wait patiently and firmly.
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