Maidenhead United partner up with Italian giants Juventus for Non League Day

By Neil Harvey

Serie A giants Juventus have become the latest European powerhouse to embrace the success of Non-League Day in England – by teaming up with at least two partner clubs to mark the occasion.

Italy’s ‘Old Lady’ have launched a one-off collaboration with National League South side Maidenhead United and North West Counties League club Barnton – both who share Juve’s iconic black and white strips.

Italy’s most successful club, with 36 Serie A titles and two European Cups, have agreed to support Maidenhead’s ‘Football for a Fiver’ fixture against Weston-Super-Mare, while Barnton, nicknamed ‘Cheshire Juve’ for their strong affinity with the Italian big guns, will celebrate their link by hosting a special ‘Juve Day’ at their Townfield home ground.

Maidenhead’s link with the Italians stretches back for generations, with both clubs having worn black and white for more than 100 years, with the Old Lady adopting their famous stripes in 1901.

Juventus winning the UEFA Cup in 1993
PICTURE: Alamy

Black and white

Juventus originally wore pink shirts with a black tie but switched to black and white in the December of that year.

The Magpies trace their black and white roots to 1919 with the merger of Maidenhead FC and Maidenhead Norfolkians.

To honour their link, Juve have offered to show their support for Maidenhead’s plans for Non-League Day 2026 this Saturday by sending over a home shirt which will be framed and displayed by the Magpies at their York Road stadium, recognised as the world’s oldest continually used senior football ground by the same club, hosting matches since 1871.

Juventus supporters in the UK are encouraged to come and support the Magpies for their visit of Weston-super-Mare while their team takes a break for international football.

Shay Bottomley, Maidenhead’s marketing and media manager, told the Maidenhead Advertiser: “We’re very grateful to Juventus for their backing ahead of Non-League Day.

“Juventus fans are renowned for their fantastic vocal support, so I’m sure they’ll fit right in with the Magpies at York Road.

“It’s shaping up to be a brilliant celebration of Non-League football.”

IT’S ALL BLACK & WHITE: A Juventus shirt hanging up at Barnton.
PICTURES: Darren Woolley

‘Cheshire Juve’

To top it off, musician Josh Roberts will be providing live music on the day, pre-match, at half-time and after the game.

Tickets are £5 when purchased in advance, with Under 17s eligible for £1 when accompanied by an adult.

Barnton’s links with Juve, however, originate much more recently, when the Step 6 Villagers adopted their ‘Cheshire Juve’ nickname from a former player in 2023.

“The club embraced the idea and launched a new home kit that year, inspired by Juventus,” Barnton chairman Dave Brynin told the Northwich Guardian.

“The concept quickly gained traction online, attracting the attention of Juventus fans and followers across social media.

Maidenhead modelling their look on Juventus

Connection

He added: “In 2024, the club introduced a brilliant blue away kit, paying homage to Juventus’ Champions League-winning side from 1996.

“It’s been fantastic to see how the connection has continued to grow.

“Juventus fans have travelled to watch Barnton play, and in return, some of our committee members and supporters have made trips to Turin to watch Juventus.

“We’ve also embraced the famous Juventus motto “Fino Alla Fine” (Until the End), a phrase we regularly use throughout the club to inspire our players.”

Both clubs have swapped shirts and to celebrate the relationship, Barnton will be hosting a 

‘Juve Day’ for their visit of Shawbury United on Saturday April 4 where anyone wearing a Barnton, Juventus, or any other black and white shirt will receive half-price entry.

“We’d love to see Juventus fans from across the UK and beyond come along and support the day. It would be fantastic to welcome and meet more members of the Juve community,” Brynin added.