Juventus, the Italian soccer giants, will make a return to the popular FIFA video game series after signing an exclusive new partnership with developer EA Sports.
Under a multi-year agreement, the Serie A club will feature in the FIFA 23 title that will be released on September 30.
EA Sports will become Juventus’ exclusive sport video gaming partner, with the club’s Allianz Stadium, logo, and kits to be integrated into the game.
The two parties will also work together on lifestyle and cultural initiatives.
The deal reunites Juventus with EA Sports after the club ended its partnership with the company in 2019 to sign with rival Konami to feature exclusively in the Japanese developer’s Pro Evolution Soccer title.
That meant that for the first time in 25 years the Turin club did not feature in the FIFA game.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below formBy GlobalData
The past three editions of FIFA had incorporated a fictional team called Piemonte Calcio, which included Juventus players but had its own badge and kit specially designed by EA Sports.
The club's previous deal with EA Sports, signed in the summer of 2016, expired at the end of the 2018-19 season.
As well as the club partnership, Juventus’ Serbian striker Dušan Vlahović will serve as an ambassador for FIFA 23.
Giorgio Ricci, Juventus chief revenue officer, said: “We are proud to return by EA Sports’ side. The partnership with EA Sports goes beyond the concept of a traditional partnership, together in the shared project of looking into the future, talking to new generations, riding the wave of new trends, urban culture, and lifestyle.
“We chose EA Sports to go one step further because it is a partner sharing our vision and ambition. We are pleased to make this journey with a brand standing out for its originality, uniqueness, and innovation, as Juventus does.”
David Jackson, vice president of brand for EA Sports FIFA, said: “We’re excited to reaffirm our deep commitment to Italian football through this exclusive partnership with Juventus.
“This club means so much to us and our fans, and will enable EA Sports to continue to deliver the most authentic and comprehensive interactive football experiences possible in FIFA 23 and beyond.”
In recent months, Juventus’ rivals AC Milan and Inter Milan both ended their deals with EA Sports and partnered with Konami.
The Japanese firm has a strong presence in Serie A having also recently teamed up with newly-promoted outfit AC Monza which added to existing agreements with Napoli, Roma, Lazio, and Atalanta.