We have joined the Juventus Forward Squad, the innovation program launched by Juventus Football Club at Allianz Stadium.
The initiative brings together a selected group of startups, working across areas such as athlete development, biomechanics, and AI-driven solutions, with the goal of building new capabilities within the organization.
What makes this program particularly relevant is its approach.
It is not only about identifying new technologies, but about creating the conditions to work with them, test them, and integrate them into real environments. The stadium itself becomes a space for experimentation, where ideas can be validated and refined in direct connection with the needs of the club.
From exploration to real impact
In sports, as in many industries, innovation often starts with exploration but struggles to move beyond it.
The real challenge is not only finding promising solutions, but turning them into tangible value.
How do pilots evolve into implementation?
How do collaborations scale?
How do innovation teams connect startups with the operational realities of a club?
These are the questions that define whether innovation becomes real.
Programs like Juventus Forward signal a shift in this direction, moving from showcasing technology to building long-term impact.
Our role within the Forward Squad
Within this context, we bring our focus on identity, ownership, and AI.
At DHTA Sports, we develop certified AI-powered digital twins for athletes and IP owners, providing the infrastructure to protect, scale, and monetize identity in a way that is compliant, traceable, and aligned with rights.
As content creation accelerates, we believe that control and ownership become central. Our work is focused on ensuring that innovation in this space is not only fast, but also responsible and sustainable over time.
Being part of the Juventus Forward Squad gives us the opportunity to work closely with one of the most structured innovation environments in sports.
More importantly, it allows us to contribute to a broader shift: from experimentation to execution, from ideas to real-world impact.
We look forward to building within this ecosystem and to seeing how these collaborations evolve into long-term value
Continue reading