Serie A champions Juventus have expanded their footprint in China through a deal with China Merchants Bank.
The agreement will see the company, which was named China’s bank of the year in 2016, serve as a regional partner of the Italian soccer giants until 2020.
As part of the agreement, China Merchants Bank will have the right to create co-branded payment cards using Juventus imagery, including the club’s logo and playing shirt. The collaboration will also lead to fan-focused activations and discounts for Juve supporters in China.
“It is the fifth agreement signed with a leading brand in Asia in the last year, and we are proud to be linked to a leading company like China Merchants Bank,” said Giorgio Ricci, Juventus’ co-chief revenue officer and head of global partnerships and revenues. “This agreement confirms the great potential of a country like China for the club's development objectives."
“The partnership with Juventus is the first ever agreement China Merchants Bank has signed with a football club,” added China Merchants Bank general manager Zhang Dong. “The co-branded credit card is just one of several operations dedicated to football fans in the territory of China.”
Juventus kick off the new Serie A season away to Chievo on 18th August.