Business

A cultural landmark joins the new push for corporate football clubs

Clube Atlético Juventus is one of the few famous Brazilian clubs to maintain tradition. Now, it enters the corporate world, but skeptical supporters fear it will lose its soul

juventus corporate football
Wall outside Juventus’ Rua Javari stadium. Photo: Gabo Morales/Folhapress

Founded in 1924 by Italian immigrants working in a São Paulo textile factory, Club Atlético Juventus couldn’t be more different than the Italian football giant from which it borrows its name. Instead of a hefty collection of titles, huge stadium attendances, and a massive following, Juventus has resisted as a small club in the traditional blue-collar São Paulo neighborhood of Mooca — becoming a cultural landmark despite its limited success on the field and absence of media coverage.

In a country where football fans arguably love titles more than the sport itself, examples of clubs like Juventus are few and far...

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