Sport, Culture and Brand: Juventus Brought Black&White to Chengdu | OneFootball

Following the success of the Youth Carnival event in Shanghai, Juventus returned to China, bringing its colours to Chengdu from 10 to 12 April 2026. The three-day initiative was dedicated to sport, culture and brand interaction, designed to engage fans, families and enthusiasts in one of the most dynamic cities in the country. 

The event welcomed the special appearance of Juventus Legend Claudio Marchisio, who met fans and took part in the scheduled activities during the weekend.

The programme included two main activities.

2026 Juventus Park - 10 to 12 April 2026

The core of the initiative took place in the Chengdu IFS – Heritage Plaza, an iconic location in the Chunxi Road commercial district, known for its blend of history, culture and contemporary trends. Inside the pop-up, visitors were able to discover Juventus’ heritage, values and identity through immersive activities and interactions developed together with the Club’s partners: adidas, Jeep, Ganten and Daka. Each zone showcased a unique interpretation of Juventus’ spirit, blending sport, lifestyle and culture into engaging touchpoints.

Participants received an Interactive Stamp Card and, by completing interactive activations, were able to collect stamps and unlock exclusive experiences and prizes. A key highlight of 2026 Juventus Park was the introduction of the Juventus bench as a central storytelling element, marking the first time this powerful symbol of the Club’s heritage and competitive spirit had been incorporated into a brand event in Asia. 

Through this installation and the broader event design, Juventus’ identity was retold in a way that resonated locally while remaining authentically global. More than a pop-up event, 2026 Juventus Park stood as a living expression of what Juventus represents today: a Club rooted in history, constantly evolving and always open to the next generation.

Gallery | Juventus Park 2026, in Cina con un ospite speciale: Claudio Marchisio

25/26 Ganten China Bianconeri Football Tournament – 11 to 12 April 2026

The Jinpeng Football Center hosted the Ganten China Bianconeri Football Tournament, featuring teams composed of Juventus Official Fan Clubs from across China, offering two days of sport and competition inspired by the Club’s black-and-white values. 

It was the third consecutive year for Ganten as the title sponsor of the dedicated initiative, showcasing their strong commitment to the partnership. In collaboration with Bilibili, one of the leading video communities for the younger generations in China, the tournament built up momentum ahead of the final as content creators took part in a friendly match.

This event series in Chengdu reaffirmed Juventus’ commitment to promoting its brand in the Chinese market through initiatives that celebrated sport, culture and innovation, while strengthening dialogue with local communities and nurturing the passion of its supporters.

Together, these collaborations brought added influence and visibility, further amplifying Juventus' footprint with cultural relevancy and deepening engagement with the broader football community in China.