Fondazione Libellula

Within the “Black, White and More” strategy, the collaboration between Juventus and Fondazione Libellula represents one of the most tangible pillars of our commitment to promoting equity, respect, and awareness.

This partnership stems from a shared vision: to contribute to a society and workplaces that are more equitable, inclusive, and free from all forms of violence and discrimination.

This project is specifically integrated into three dimensions of our strategy:
- People First | Integrating ESG principles into the Club’s culture, behaviors, and premises, empowering individuals and fostering a healthy, safe, and respectful work environment.
- Sustainable Glocal Club | Enhancing the social role of sport as a tool for equity, education, empowerment, and cohesion, acting locally and contributing to a global cultural change.
- Fan Centrality | Engaging and raising awareness within our community—fans, athletes, employees, partners—creating a network united by the values of diversity, equity, and inclusion.

“Violence is the ultimate expression of incivility, which we firmly oppose. Tying ourselves to Fondazione Libellula means continuing to improve ourselves as individuals and as professionals. We are committed to conveying the importance of respect to our community, always”. Greta Bodino, Chief People, Culture & ESG Officer at Juventus

What is Fondazione Libellula?

Fondazione Libellula is the first organization in Italy dedicated to preventing and combating gender-based violence through cultural change.

It is an independent foundation that works daily to build a more equitable and aware society, focusing on three fundamental areas: training, awareness-raising, and education.

Its mission is clear: to promote a culture that leaves no room for violence, discrimination, or stereotypes, striving for a society where respect, equality, and freedom are the standard. This is a vision that Juventus fully shares, and one that guides the common path developed over the past few years.

JUVENTUS & FONDAZIONE LIBELLULA: The Journey So Far

2025 — I believe you

On the occasion of November 25th, Juventus presents I Believe You, a campaign developed with Fondazione Libellula and designed to promote listening, awareness, and support for those experiencing situations of violence.

To say "I Believe You" means taking a stand. It means not looking the other way. It means building an environment, both on and off the field, where every woman can feel protected, listened to, and supported.

Read the full news story and discover the campaign.

2024 — More Women in Football, Joining the Network, and the Ambassador Program

In 2024, Juventus renewed its commitment to gender equity with the More Women in Football initiative, created in collaboration with Indivisa, a women's football community that encourages greater female involvement in the sport.

The initiative saw the creation of a limited edition of their iconic tote bag in a black version, a simple yet powerful symbol of the commitment towards increased female participation in the world of football.

The entire proceeds from the sales were donated to Fondazione Libellula to support the STEAM Laboratory at Spazio Libellula, a project that helps children and adolescents freely explore their aspirations, overcoming stereotypes and cultural barriers.

In the same year, Juventus took a decisive step in its journey with Fondazione Libellula by officially joining its Network. This Network brings together companies, individuals, schools, and communities, all united by the desire to prevent and combat gender-based violence and all forms of discrimination.

Thanks to this entry, Juventus staff continued to participate in training programs dedicated to understanding the mechanisms of gender-based violence and building inclusive and safe workplaces. Moreover, two Club employees undertook the Ambassador program, becoming internal reference figures trained to listen, recognize, and address situations of discomfort, thus strengthening the internal protection and support system.

Read the full news stories here & here.

2023 — Dedicated Patch and Internal Training: A Continuing Commitment

In the 2023/24 season, the collaboration with Fondazione Libellula continued both on the field and within the Club.

During the weekend of November 25–26, 2023, the Men's First Team, Women's First Team, and Next Gen squad all took to the field wearing a special patch featuring the Foundation’s logo. This symbolic gesture was amplified by the Juventus–Inter Derby d'Italia, which received global visibility. The initiative earned the Club a special mention during the Libellula Inspiring Company event.

At the same time, Juventus launched the internal training program Change a Word | Change the World, aimed at the entire company workforce. The program, delivered through two webinars led by the Foundation’s team, addressed key topics for an inclusive culture: diversity and the value of differences, respect and positive relationships, gender equity, cognitive biases, language, and the impact of stereotypes.

Read the full news story

2022 — Blow the Whistle on Violence Against Women

The first stage of this collaboration began with the campaign “Blow the Whistle on Violence Against Women,” part of the United Nations’ Orange the World initiative. The core message was: to break the silence surrounding gender-based violence, in all its forms.

The symbol chosen was an orange whistle, distributed in Juventus stores to encourage people to take a stand. The initiative was accompanied by a donation to Fondazione Libellula, tied to Black Friday purchases.

Read the full news story