Projects and investments

Allianz Stadium

On July 15, 2003, Juventus obtained a lease from the Municipality of Turin on the Stadio Delle Alpi areas and adjacent areas, for a total price of €25m (99-year lease, renewable upon expiry).

The demolition process of the Stadio Delle Alpi took place between November 2008 and June 2009; the new Allianz Stadium was inaugurated on September 8, 2011.

The Allianz Stadium was the first Italian proprietary stadium to be built and offers fans a unique experience (7.5 meters minimum distance from the pitch and no barriers); with a capacity of over 41,000 spectators.

The proprietary stadium has guaranteed Juventus multiple benefits. The continuous updating of the structure and the technologies within it allows for complete customization of the event, whether it is a match or a commercial event.

The total ownership of the revenues generated by the stadium derives, in fact, from three different activities: 1) Matches of the Juventus teams, the National Team, solidarity matches, and, starting from the 2024/2025 season, non-football events (for an average of 25/28 total matches per year and an occupancy rate of approximately 98%); 2) Commercial events (Juventus rents the internal and external areas of the Allianz Stadium for a total of 100 events per season); 3) Stadium tours (areas of the Allianz Stadium and the Juventus Museum). Being able to count on such a modular facility allows for increasing revenues also through the improvement of the Premium Experience offered: there are over 4,000 Premium seats inside the Allianz Stadium. Thirdly, the Allianz Stadium has allowed for the forging of lasting and fruitful relationships with local and global partners.

Stadium investment of €155m (including the Juventus Museum), with a total area of 355,000 m².

Hong Kong Branch

The Juventus branch in Hong Kong opened on July 1, 2019, with the primary objective of supporting the international expansion strategy through a presence that could directly oversee the Asian market. It therefore represents a point of reference for understanding more clearly the needs, passions, and aspirations of Bianconeri fans in APAC, as well as a tool for better understanding companies and brands that invest in sports and communication, having a closer relationship with local traditional and social media, and, not least, with government bodies interested in the development of football.

A constant presence over time, thanks to the Summer Tours and events organized with the presence of Juventus Legends, has further consolidated the strong bond, giving fans the opportunity to meet their idols.

Allianz Training Center Vinovo

The JTC in Vinovo opened on July 15, 2006, and today hosts the Juventus Women, Juventus Next Gen, and youth teams. Starting from 2024, it is named Allianz Training Center.

The Training Area includes: 6 natural grass pitches, two of which are heated; 2 artificial turf pitches; 2 central pitches, one of which is natural grass; 1 cage; 16 locker room areas; two video analysis rooms; a physiotherapy area and a medical office for each category; a swimming pool; two gyms; three sports warehouses; and a multi-functional conference center. During the summer, the JTC Vinovo also hosts the Summer Camps.

Total surface area of 162,900 m² (14km from Turin) and a total investment of €28m.

Allianz Stadium Megastore

Allianz Stadium Megastore was opened on 30 June 2017; establishing Juventus flagship store concept in the club’s most iconic site (Allianz Stadium).

The store includes: a 330-inch video wall, 5 fitting rooms, 14 tills and 10 shirt-pressing points for jerseys (total shopping surface of 800 m²).

J|medical

J|Medical, opened in March 2016 and located in the East sector of the Allianz Stadium, is a state-of-the-art medical center that offers patients the opportunity to rely, promptly, on a high-level specialized medical team, supported by advanced technologies. The principle guiding all activities is to put the patient at the center, so that they can receive the best medical care and maximum support, whatever sport or daily activity they need to face. J|Medical offers an approach tailored to the actual needs of the individual, designed to optimize diagnosis and treatment times and to provide excellent services.

The J|Medical facility includes: 19 consulting rooms, 2 operating rooms for complex outpatient surgery, 2 gyms, an advanced radiology area (with 1.5T MRI, CT scan, X-rays and ultrasounds), a hydrotherapy pool, rehabilitation spaces (including an outdoor area), and a biomechanical analysis area. J|Medical is today a medical center of excellence with more than 200 professionals (doctors, nurses and physiotherapists).

Total surface area of 3,500 m² and an investment of approximately €10m (for construction and medical equipment), carried out through a Joint Venture of which Juventus owns 50%.

J Hotel

J Hotel operates from July 2019 and it has opened to public from August 2019, becoming the first hotel in Italy managed by a sector operator in collaboration with a football club.

Today, J Hotel is a 4-star hotel with a flexible premium offering: 138 total rooms with 5 different room types to satisfy everyone’s need (Comfort, Deluxe, Executive, J Executive and Suite); a vast dining area with a bistro and 2 restaurants (including Taola restaurant with chef Davide Scabin); and a strategic position (close to Allianz Stadium - 900m - and Juventus Museum - 1.3km).

J Hotel expands Juventus’ hospitality offering with a twofold value proposition: 1) Hôtellerie (areas and services dedicated to business customers and fans) - during week-days, it provides a first-in-class business hospitality set-up with multiple work services and up to 6 spacious business rooms (Black&White room, 103 m², hosting up to 70 people; and Team room, 156 m², hosting up to 90 people) and, during weekends, it offers tailored and privileged game-day services for fans (hospitality + game tickets); 2) Juventus First Team (areas and services dedicated to the exclusive benefit of Juventus’ players and staff) - this offering includes 32 rooms dedicated to Juventus Team and a 1,200 m² area with a private restaurant and relax area.

Surface of 11,300 m²; with an inside garden surface of 5,000 m².