Jeep parks an Avenger on Allianz Stadium's roof and names Juventus captain as its 'owner'
Minutes before Juventus-Lazio, a stadium announcement asked the owner of a New Jeep Avenger to move it off the roof of Allianz Stadium — and the owner turned out to be Juventus captain Manuel Locatelli.
- 300,000
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What Happened
Jeep chose one of Italy's most iconic sporting venues, Allianz Stadium in Turin, to present the New Jeep Avenger through a surprise activation. Just minutes before kick-off of the Juventus-Lazio match, while the teams warmed up and fans took their seats, the stadium announcer interrupted the build-up with an unusual message. Fans looked up to find a Jeep Avenger actually positioned on the roof of the stadium, a sight Jeep says was designed to express the model's "Go Everywhere" attitude with irony and spectacle. Jeep adds that this spirit has resonated with customers since the Avenger's launch.
“Would the owner of the New Jeep Avenger, license plate JE1941EP, please move their SUV from the roof of the stadium immediately.”
300,000
Milestone reached in the same week as the Allianz Stadium activation; Jeep calls the Avenger Italy's best-selling SUV.
The surprises were not over: stadium cameras began searching the crowd for the mysterious owner, who was revealed to be Manuel Locatelli, the Juventus captain. The action was accompanied by content on the stadium's giant screens and LED systems showing the New Jeep Avenger and the message "New Jeep Avenger. Go Everywhere". The operation also gained visibility on social media through a dedicated video of the stunt and content created and shared in real time by fans in the stands, combining a live experience with digital amplification.
- A dedicated video of the stunt reaching audiences across the Jeep and Juventus social media channels.
- An internal casting contest that selected three Stellantis employees to take part, react to the surprise on the stadium's giant screen and feature in social media content; the winners also attended the match with a dedicated host.
- An audience engagement and lead generation initiative giving visitors the chance to look closely at the key new features of the New Jeep Avenger.
Jeep says "The Announcement" strengthens its ties with the Juventus world through a creative and engaging language aligned with the brand's spirit. The initiative turned Allianz Stadium into an exceptional stage and captured the personality of the New Jeep Avenger with a simple promise: Go Everywhere, Do Anything. The video of "The Announcement" is published on the Jeep Europe YouTube channel.
Previously from Jeep
Jeep has already set out a European roadmap to 2030 that would grow its line-up to as many as six models, re-enter the D-SUV segment and bring back the Renegade, which frames the Avenger's role in the brand's regional ambitions.
Background drawn from MotorClaw's earlier coverage of Jeep's official releases.
Why this matters
The stunt is marketing rather than product news, but it landed in the same week Jeep Avenger passed 300,000 orders worldwide since launch, a milestone that matters for the brand and its dealers. It also shows how Jeep is using its Juventus partnership to reach car buyers in Italy, where the release calls the Avenger the best-selling SUV.
Terms in This Story
- activation
- A marketing event or stunt staged to promote a product or brand, usually designed to attract attention and generate social media coverage.
- lead generation
- A marketing activity aimed at collecting details from potential customers so they can later be followed up by sales.
Summarised from the linked release; details can be imperfect — always verify against the original source.