Carolina Chiappero is the woman leading Juventus' innovation revolution, with the club the first in Italy to adopt such an approach.
Carolina Chiappero is the award-winning innovation manager at Juventus, although, as she jokes, that role is perhaps an innovation in itself.
"I am a living innovation in a certain way if you think about it, but joking apart... I feel in a way this responsibility of being a leading example. But the role is varied. Another successful project saw Juventus canvas students for ideas, resulting in the club launching a Stories of Strength podcast where key figures share their own mental health experiences.
Chief marketing and communications officer Mike Armstrong says Chiappero has been building small business within the club for a while. "The business of football isn't an easy business right now, and so the economics are tough," he explains. "Because the economics are tough, teams need to innovate, they need to diversify and try new things, which sometimes fans don't like.
They have become a leading TikTok account in the process and were the first club to deliver a mini-series on the platform, focusing on their 'Next Gen' side, having previously produced an All or Nothing series on the first team for Amazon.