The Italian Serie A, the premier football league in Europe, has witnessed significant changes in recent years as clubs have been looking to expand their commercial partnerships with partners outside the club's own walls.

One such partnership is between Juventus and the US-based entertainment company, Universal Music Group (UMG). In a joint venture agreement signed last year, Juventus and UMG agreed to collaborate on various projects, including music videos, live events, and merchandise sales.

This partnership marks a new era for the two companies, as it allows Juventus to tap into the global market without having to deal directly with UMG's operations. The move comes at a time when Italy's footballing elite is increasingly interested in internationalizing its business practices and expanding its reach beyond its own borders.

In addition to the collaboration with UMG, Juventus also signed a similar deal with Spanish club Real Madrid this summer. The two clubs have already announced plans to work together on a number of projects, including a joint-venture with the US-based digital marketing firm, Google.

These partnerships represent a significant step forward for the Italian footballing scene, as they allow clubs to tap into new markets and potentially expand their revenue streams. However, there is still much work to be done before these collaborations can fully take off.

For now, however, the success of these partnerships will depend on how well they are managed by both Juventus and UMG. While they may be able to leverage each other's strengths, they must also ensure that they are not seen as competitors or competing against each other. Only then can they hope to create lasting partnerships that benefit all parties involved.