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Friday, March 07, 2014, 17:30 - 18:30

Italian Football and the Globalization of its Brand
Andrea Agnelli
Presidnet of Juventus Football Club
Edgar Davids
Juventus Legend Player
Laguage: The speech and Q&A will be in English

 Juventus may be called the "Old Lady" of Italian football, but their youthful 38-year-old president has an aggressive rejuvenation plan in mind for his club, which in Latin means "the age of youth."

 When Andrea Agnelli took charge of the Juventus in 2010, becoming the fourth member of his family to take the role, the 115-year-old Italian giant was still piecing itself together after 2 years’ absence from European cups due to a corruption scandal.

 The Oxford-educated businessman has overseen a transformation of Juve's fortunes on and off the pitch, moving the club to a new stadium and seeing the team win two league titles under his watch.

 His aggressive plan to reinvigorate Juventus's global brand has brought him and former player Edgar Davids – who now represents the club as a Juventus "Legend" – to Tokyo, where they will launch the Juventus Lounge at Aoyama Fiat Caffè, together with Juventus official sponsor Jeep, one of the brands of Fiat Chrysler Automobiles.

 Dutchman Davids, instantly recognizable with his dreadlocks and goggles, had seven glorious years at Juventus, winning three league titles and two Italian Cups.

 With interest in Italian football at its height here ahead of the World Cup and with the transfer to AC Milan of Japan player Keisuke Honda, the two men will reveal their strategy to win over Japanese hearts and minds, and discuss the globalization of European football.

 Please reserve in advance, still & TV cameras inclusive. Reservations and cancellations are not complete without confirmation.

Professional Activities Committee

Mar 07 14 PC AndreaEdgar022Mar 07 14 PC AndreaEdgar040

Andrea Agnelli              Edgar Davids

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