Juventus pens deal with M&M’s

Mars-owned chocolate brand M&M’s has entered into a partnership with Italian Serie A football club Juventus.

M&M's will benefit from exposure at the Allianz Stadium through the presence of the M&M's characters from advertisements.

“This agreement with M&M’s allows us to team up with a global brand, from whom we want to learn in terms of creating innovative experiences across the world and, likewise, to whom we want to transmit our own ideas whilst taking the sponsors on a journey into our world of entertainment,” said Giorgio Ricci, co-chief revenue officer and head of global partnerships and corporate revenues at Juventus.