NOW’s variety of content comes to Turin
After the success of the Milan and Naples stages, NOW, Sky’s streaming service, lands in the heart of Turin on the weekend of the Nitto ATP Finals 2025, to celebrate with the city a weekend dedicated to sports and entertainment.
From November 14 to 16, Piazza Vittorio Veneto will host a major event open to the public: three days of unmissable appointments between padel challenges, entertainment and the surprises of the famous candy machine, symbol of the multisensory experience signed NOW.
The initiative was created to tell the variety and richness of the platform’s content through an experiential path. The pop-up store, more than 10 meters high, will allow visitors to “taste” NOW’s content thanks to exclusive candies with flavors inspired by the most iconic genres and titles: from the “ace” flavor dedicated to tennis, to “asphalt” for motors, up to “zombies” and “90s” for great TV series.
The pop-up store will be a place where visitors can “taste” the NOW content.
On the weekend when Turin becomes the tennis capital of the world, NOW also brings the energy and spectacularity of padel to the heart of the city. In fact, next to the pop-up, a playing field will be set up where the public will be able to try their hand at it and which will also host special challenges with exceptional protagonists.
Friday, Nov. 14 at 7 p.m. will stage the DERBY OF THE MOLE – Powered by NOW, with soccer players who have made the history of Turin and Juventus ready to challenge each other in a three-game, high-adrenaline tournament: Riccardo Maspero, Enrico Annoni, Vincenzo Iaquinta, Nicola Legrottaglie, Stefano Fiore and Simone Pepe will bring the passion of the derby back to the padel field.
Saturday, Nov. 15 from 11:30 a.m., space will be given to the NOW CREATORS CUP, which will feature some of the most beloved creators – Edoardo Santonocito, Valerio Mazzei, Edoardo Esposito, Alessio Stigliano, Mario Caruso, Stefano Maiolica, Matteo Andreini and Bianca Iannucci – for a tournament where the creators will test their team spirit: who will win?
The weekend will end on Sunday, November 16 from 11:30 a.m. with the NOW SPORT LEGENDS MATCH, starring faces from NOW and Sky including Fabio Quagliarella, Matteo Bobbi and Luca Marchegiani, for challenges to be experienced between sports, show and entertainment
The brand activation, designed and created by Sky Creative Next Gen, the new Sky Creative Agency team made by Gen Z for Gen Z, is aimed at both those already familiar with NOW and those approaching for the first time. All participants will be able to challenge themselves to guess the correct match and receive NOW branded gadgets.
