Projects and investments

Allianz Stadium

On 15 July 2003, Juventus obtained a lease on Delle Alpi Stadium and adjacent areas, from the municipality of Torino, for a total consideration of €25m (99-year lease, renewable on expiry).

Delle Alpi Stadium was demolished from November 2008 to June 2009 and the new Allianz Stadium was inaugurated on 8 September 2011.

Allianz Stadium is the first built Italian club proprietary stadium, offering best in class fans’ experience (7.5 meters minimum distance to pitch with no barriers) and with ca. 41,000 total seats (#1 in Piedmont region and #6 in Italy).

A directly owned stadium has granted Juventus multiple benefits.

Firstly, Juventus has now ownership of stadium-generated revenues connected with three different stadium usage: 1) Games (hosting First Team, Women, the National team and Charity matches – with 25/28 games per season on average and ca. 1m fans); 2) Commercial events (Juventus rents Allianz Stadium indoor and outdoor areas for 140-150 events per season); 3) Stadium tours (Stadium and Museum areas). Secondly, the proprietary stadium has a better revenue mix that fosters “premium experience” (62 Sky boxes; Lounges; Juventus Premium Club; Juventus Legends Club with +4,000 premium seats; 32 bars; 11 restaurants;  11 Juventus’ merchandising points; LED lighting; new audio system; projectors for pre-game shows…). Thirdly, Allianz Stadium allows long-standing fruitful relationships with local and global partners. Lastly, the stadium remains open 364 days per year (Christmas day being the only exception) and, on match-days, it has an average occupancy rate of ca. 95%.

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

Hong Kong Branch

Juventus Hong Kong branch opened on 1 July 2019; with the main aim of supporting international expansion strategy via a direct presence in the Asian market.

Juventus has a growing presence in the area, both from a commercial and from a sporting perspective (i.e. a number of Global and Regional Partners, 16 Academies Projects in APAC region and the organization of 2019 Juventus First Team’s Asian Summer Tour); and the Hong Kong office allows the club to reach 171 million of potential fans.

JTC Vinovo

Vinovo JTC opened on 15 July 2006 and today it hosts Juventus Women, Juventus Next Gen and Juventus Youth teams.

Being the first football center in Italy dedicated to Women, Juventus Next Gen team and Youth football teams, this unique set up should help boosting Women team’s recent outstanding sporting results and further increasing its popularity. Juventus was also the first Italian team to introduce a second team (currently competing in the third national championship) and to invest on Juventus Next Gen and Youth teams on such a scale.

Vinovo JTC Training Area includes: 7 “natural grass” football pitches (one of which with 400 seats), 4 “artificial grass” football pitches (one of which with 200 seats), 16 locker room areas, an audio-video studio for teams' match-analysis, a physiotherapy area, a swimming pool and a gym and, during summertime, it also hosts Juventus Summer Camps.

Total surface of 162,900 m² (14km distance from Torino) and 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, is an innovative first-rate medical center located in the East sector of Allianz Stadium. It supplies a wide range of services (from diagnosis to specialist medical treatment, rehabilitation and sports medicine), providing a holistic path of prevention and treatment. For what concerns sport medicine, core services (prevention and injury treatment) are offered not only to professionals (Juventus teams and other top international athletes), but also to amateurs. 

Specialistic medical treatments are fast, with cutting-edge technologies and a bespoke doctor-patient relationship.

J Medical structure includes: 19 clinics, 2 gyms, an advanced radiology area (with 1,5T MRI, C.T. scanners, x-rays and ultrasounds), a swimming pool for hydrotherapy, rehab spaces (including an outdoor area) and a zone for biomechanics analysis. J Medical has become a medical center of excellence with +200 professionals (doctors, nurses and physiotherapists).

Total surface of 3,500 m² and total investment of ca. €10m (for both construction and medical equipment) through a Joint-Venture, 50% owned by Juventus.

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.