31 July 2026
Felicia, the flagship brand of Andriani Societa Benefit, announces a multi-year partnership with Juventus Football Club, becoming the Club’s Official Healthy Food Partner. The agreement brings together two organisations that share values, including innovation, the pursuit of excellence and a strong focus on quality of life.
Felicia and Juventus aim to promote increasingly conscious consumption habits, highlighting the role of a balanced diet as an integral part of an active lifestyle.
Felicia will be present throughout the Juventus ecosystem through a structured program that includes brand visibility, digital content and dedicated experiences for supporters and the Bianconeri community. The agreement includes a presence at Allianz Stadium during Serie A and Italian Cup matches, activities at the Juventus Training Center and the production of exclusive content developed in collaboration with Juventus Creator Lab, providing direct access to Juventus’ extensive global social media audience of more than 190 million followers.
The project will also directly involve the Club’s sporting operations. Felicia products will become part of the Men’s First Team’s nutritional plan, confirming the shared focus on quality, innovation and wellbeing. The decision is consistent with the brand’s commitment to promoting a healthy lifestyle inspired by the Mediterranean diet and biodiversity at the table, through products that are naturally gluten-free, rich in plant-based protein and whole grains and also suitable for athletes.
“This partnership marks an important milestone in Felicia’s journey to strengthen its presence in the world of sport through the promotion of a positive and responsible approach to nutrition,” said Marco Lentini, Marketing Director of Andriani Societa Benefit. “Working with an organisation such as Juventus means helping to raise awareness of issues related to wellbeing, taste, and the value of food biodiversity. It is the meeting of shared values and a common ability to create authentic connections between people, generations and communities.
“The agreement between Juventus and Felicia represents another step in the development of initiatives capable of generating value for both the Club and its partners,” commented Peter Silverstone, Juventus Chief Business Officer. “The practical integration of Felicia products into the daily diets of our athletes provides authentic evidence of their use in the lives of Juventus players. This partnership also helps to strengthen our ecosystem through the addition of a highly recognisable brand that shares our commitment to innovation, quality and wellbeing.”
