Background: Rebranding has become widespread across industries, including sports, still its long-term effects remain underexplored. Particularly in football, where fan identity and tradition play a crucial role, rebranding efforts can trigger strong emotional reactions. Juventus FC’s rebranding in 2017, characterized by a notable logo shift and a global repositioning, offers a unique case to investigate the prolonged impact on fan behavior.

Purpose: This thesis investigates the long-term effects of Juventus FC’s rebranding on brand attitude and brand loyalty across different fan backgrounds, distinguishing between low- and high-identified fans, and between those who became fans before or after the rebranding. The goal is to understand how different types of supporters have responded over time, providing insights for sports marketers on managing brand identity changes without alienating loyal fanbases.

Method: Adopting a positivist philosophy and deductive approach, the study employes a quantitative design. A self-administered online survey was distributed to Juventus FC fans through social media platforms. The data was collected between March 27th, 2025, and March 29th, 2025, resulting in 417 valid responses. The final sample enabled, via descriptive and statistical analyses, to find out about fans’ brand attitude, brand loyalty, and logo perception, segmenting by fan type and fan tenure.

Conclusion: The findings indicate that, in the long-term, fans perceive the rebranding more positively than they did initially in 2017. However, looking at logo perception separately, it did not only fail to improve, but even declined after 8 years. This reveals the interesting insight that a rebranding can be successful in the long-term, despite having implemented a controversial logo which is perceived even worse by time. These revelations suggest that, while initial backlash to rebranding is common, effective brand management and fan engagement might mitigate negative perceptions and preserve long-term loyalty.