Juventus have launched a new three-year partnership with energy drink brand Beebad, reports, www.sportspromedia.com/.

The company will serve as an official sponsor of the reigning Serie A champions until 2020, and will provide the team with its honey-based products which are formulated to help athletes maintain their focus.

Beebad will also benefit from brand exposure throughout the club's recently renamed Allianz Stadium. The financial details of the agreement were not disclosed.

Giorgio Ricci, co-chief revenue officer and head of global partnerships and corporate revenues for Juventus, said: "We are delighted to be kicking off a new partnership with a brand like Beebad that positions itself in the international market with an innovative product.

"They're a young brand which is really growing and they have a long tradition of experimentation, which is what aligns them to Juventus. Both brands share the values of authenticity, energy, hard work and a focus on achieving their goals, above all internationally. The fact that Beebad has chosen our club to convey these values obviously makes us very proud."