The Juventus Summer Tour powered by Jeep has been further enhanced with the addition of a new leg, complementing the previously announced tour stop in Perth. The Club’s participation in the Hong Kong Football Festival (HKFF) 2026 was officially unveiled today during the launch press conference, attended by Juventus Legend Edgar Davids.
The Hong Kong Football Festival (HKFF) 2026 is a major international football event that will bring together four of the world’s most renowned clubs: Manchester City, Inter, Chelsea and Juventus. The tournament will take place at the new Kai Tak Stadium, a state-of-the-art venue with a capacity of 50,000 spectators. Juventus will compete for the Herbalgy Trophy on Wednesday, 5 August 2026, facing Chelsea in a match expected to attract significant sporting and media interest across the Asian region.
The Juventus Summer Tour powered by Jeep represents a strategic opportunity for Juventus to strengthen engagement with its growing fan base while enhancing the Club’s commercial footprint. The Tour will offer increased visibility and bespoke activations for partners, with particular attention to Ganten, which is entering its tenth year of partnership with Juventus. Furthermore, Juventus’ participation in the HKFF event will also support the growth and regional visibility of Juventus’ global partners, including Jeep, adidas, Cygames, EA Sports and Visit Detroit.
The Club’s longstanding commitment to Asia will also be highlighted through the presence of Juventus Official Fan Clubs and Juventus Academies from across the region.
In Asia, the network of Juventus Official Fan Clubs (JOFC) includes 34 clubs with a total of 1,283 members. Greater China is one of the Club’s most dynamic markets, with 20 clubs and 653 members. These communities play a key role in promoting Juventus’ identity, supporting local activations and reinforcing the Club’s presence throughout the region.
Currently, the Juventus Academy network includes eight Academies in Asia, including one in Hong Kong, China, and two in mainland China, as well as Academies in Armenia, India, Japan, Tajikistan and Uzbekistan. This relationship is further reinforced by continuous exchanges with the Turin headquarters, supported by the participation of hundreds of young players in the Training Experience programmes and in the annual Academy World Cup, held every year in Turin.
By joining this prestigious international showcase, Juventus reaffirms its commitment to expanding its presence in the Asian market and fostering a sustainable, long-term commercial ecosystem in the region.