Juventus has announced a new Regional Partnership in Asia with Costa Cruises, part of the Carnival Corporation & Plc group, which will see the Made in Italy brand extend to China and South East Asia, reports www.fcbusiness.co.uk

Costa Cruises and Juventus will collaborate to offer guests of all ages a series of innovative entertainment experiences on board: from learning the history of the club in the "Juventus Museum" corners, accessing official Bianconeri merchandising in the Juventus Store on the ship as well as receiving themed content from TVs within each cabin.

For younger passengers, Jay, the official mascot of Juventus, will be onboard in the mini club dedicated to the youngest, while children from 5 to 14 years old, at any level of technical training, will have the opportunity to participate on board at Juventus Academy's sporting activities, trained by team-mates.

In addition, Costa Cruise guests will also experience the Allianz Stadium, discovering the most exclusive areas and have access backstage at the Bianconeri matches (visit the press area, changing rooms and enjoy the warm-up from the sidelines).

The launch of the Asia Partnership will be organised through three events in the ports of Shanghai, Shenzhen and Tianjin; the star of these events will be a Juventus Legend who, on board Costa ships, will spark this innovative collaboration.

"This partnership represents the meeting of two Italian forces of overseas excellence: Juventus and Costa Cruises," explained Giorgio Ricci, Juventus Co-Chief Revenue Officer & Head of Business Partnerships.

"An agreement that is testimony to the great attention of our Club to a market growing like the Asian one in which the passion for football and for the Bianconeri colors is constantly expanding.

"Costa Cruises is definitely an ideal Partner with whom to develop joint entertainment activities."