Mike Armstrong: Innovating to Stay Ahead of the Game with Juventus' CMO

Today’s episode, I’m joined by Mike Armstrong.


Mike is the Chief Marketing and Communications Officer at
Juventus. 


Moving from Toronto to Torino, Mike joined the club in September
2021, with a remit to innovate and to grow the club's global
supporter base.


As the only English-speaking native within the organisation, this
has required some cultural readjustment. As has moving into life
working within a sports rights holder environment, having
previously spent his time working in Consumer Packaged Goods
(CPG) with both Kraft Foods and AB InBev, as well as in media at
CBC, Google, and esports upstart Overactive Media.


The result is a unique perspective, and an approach that is
unlike any other from across the top football clubs in Europe.


Time Stamps


2:00 - Ronaldo’s Exit


6:00 - Working Closely with Fans (Rather than Customers)


9:00 - Addressing the Economic Headwinds Facing European
Football 


11:00 - Lessons from Working in Consumer Packaged Goods 


14:00 - Merging of Chief Marketing and Chief Communications
Roles 


18:00 - Embracing Generative AI Tools 


21:00 - Brining Fan-Created Content In-House


26:00 - Content as a Driver of Fandom


30:00 - Creating for Netflix vs TikTok 


35:00 - Reducing Reliance on Individual Star Power 


38:00 - Borrowed vs Owned and Operated Platforms


42:00 - Becoming a Distribution Channel for Other Content


48:00 - Getting More Women In Football 


53:00 - Plans for the Future? 


Additional Links


Brain games, 'LA-style' creator labs & TikTok: Embracing
innovation at Juventus


TikTok Tactic: Juventus tap into the Freestyle World
Championships


Chiesa to Segura: How Juventus' Creator Lab is Driving a New
Approach to Content Creation


Connect with Mike on LinkedIn - ⁠⁠⁠⁠⁠⁠⁠⁠⁠here⁠⁠⁠⁠⁠⁠⁠⁠⁠


Connect with Andy on LinkedIn - ⁠⁠⁠⁠⁠⁠⁠⁠⁠here