Juventus on Tiktok: season 2025-26

Mission

For the 2025–26 season, Juventus entrusted Samba with the production of its geo-targeted TikTok accounts for the LATAM and US markets. The objective was clear: grow the Bianconeri fanbase in two high-potential territories by speaking to local audiences in their own codes, rather than replicating the global feed.

Approach

Samba built a dedicated short-form production unit around three principles:

Local editors, local trends. Our LATAM-based short-form editors monitor and react to regional TikTok trends in real time, ensuring every edit feels native to the market rather than translated for it.
Culturally relevant storytelling. Match moments, player personalities and club heritage are reframed through the lens of Latin American and US fan culture, from sounds and formats to humour and references.
Volume and consistency. A steady cadence of 24 edits per month keeps the accounts present in the algorithm and gives the club a constant stream of test-and-learn opportunities on what resonates locally.

Results

4M fans recruited on TikTok this season
75% of the Top 20 best-performing videos produced by Samba
24 edits delivered per month

Beyond the numbers, the geo-targeted accounts have become a genuine acquisition channel for Juventus in the Americas, with locally produced content consistently outperforming on the club’s own leaderboard.