The Juventus Fan Token (JUV) is a digital asset developed for supporters of the Juventus Football Club. As a utility token, it plays a multifaceted role in the fan experience. Primarily, it allows token holders to exert influence over certain club decisions. Created on the Ethereum-based Chiliz Chain, a proof-of-authority sidechain, JUV integrates the advantages of blockchain technology into the realm of sports fandom.

JUV's inception can be traced back to a collaboration between Juventus F.C. and Socios.com, a blockchain-based fan engagement and rewards platform. This partnership marked Juventus as the first club in the world to launch fan tokens on Socios.com in late 2019​​.

The JUV token serves several purposes, providing a unique blend of fan engagement and rewards. Token holders have the power to vote on various fan decision polls released by Juventus. These polls, bound by smart contracts, cover a range of club-related decisions, and the club is contractually obligated to adhere to the poll outcomes. This system grants fans a meaningful say in the club's operations, reinforcing their sense of belonging and influence.

Additionally, the token opens up opportunities for fan rewards. Holders can engage in activities like quizzes and games on the Socios.com app, earning rewards that range from VIP access to matches, interactions with club heroes, to exclusive experiences like traveling with the team. Such incentives significantly enhance the fan experience, bridging the gap between the club and its global supporter base​.