Juventus and Huware: the future of innovation takes shape at the Google Cloud Summit 2025

In partnership with

Juventus FC

·14 June 2025

Juventus and Huware: the future of innovation takes shape at the Google Cloud Summit 2025

Juventus has once again taken centre stage at the Google Cloud Summit 2025 held in Milan on 12 June. The Bianconeri representatives were able to report on the first concrete results of Juventus Forward, the programme that expresses the Club's innovative vision applied to the world of sports.

Juventus Forward is much more than a project: it is a space for co-creation, an open laboratory where different ideas, technologies, and skills come together to generate real solutions. It is a collaborative model in which innovation is not something to be gatekept, but rather a process to be nurtured together aimed at benefitting the entire sports ecosystem.

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In this context, the collaboration with Huware represented a strategic opportunity to explore the concrete application of artificial intelligence in the world of sports through the use of Google Cloud technology. The result has been a shared, impact-oriented journey that has led to a multitude of diverse uses over the past year.

Among these projects we can find:

AI tools used to support scientific research, which allow the Sport Science and R&D departments to access complex scientific content quickly - and in accessible language – which both simplifies and accelerates daily analysis and research activities.
Predictive algorithms for injury prevention, based on the processing of players’ individual workload and personal history, allowing for more accurate planning and a concrete reduction in physical risks.
Pitch Sense, an advanced solution for monitoring pitch conditions, capable of correlating environmental and performance data. Developed with the contribution of the startup Space11, the project aims to optimise pitch maintenance activities, combining sustainability and performance. In this context, Gen AI has also enabled the automation of video content creation to effectively and efficiently communicate about the project.

All of these projects have been developed thanks to the integration of advanced technologies – machine learning, generative artificial intelligence, data collection and analysis systems – in a co-development context, with the direct involvement of the Juventus teams and their technical partners.

The result is a transformation that starts on the pitch itself but involves those at all levels of the Club. This process demonstrates how open innovation, based on the spirit of complementary skills and shared vision, can represent a solid, scalable, and future-oriented model.