Juventus couldn’t pass up the opportunity to take part in a session entitled “Social Boundaries: The Role of Sports Clubs in the Regeneration of Urban Areas”. After the construction of Juventus Stadium and the opening of Juventus Museum, the club is now working to develop the Continassa Area. The regeneration of the area, which spans 176,000m2, will breathe new life into an area of Turin which had long been neglected.
Juventus CEO, Aldo Mazzia, introduced the project during one of the sessions of the “To the Ends of the Earth and of Existence. Destiny Has Not Left Man Alone” conference, which is currently being held as part of the 35th edition of the Meeting per l’amicizia fra i popoli [Meeting for Friendship Among Peoples] in Rimini.
Mazzia explained how the regeneration of the Continassa area will provide an important boost to employment, both in the construction phase and in the successive stage of managing the various commercial activities that will be based there. Indeed, in addition to housing the club’s headquarters and first team training complex, the area will also play host to a hotel, a Concept Store and an international school.
Returning to the subject of today’s session, this project is a perfect demonstration of how the role of sports clubs in the regeneration of urban areas can have a concrete, invaluable contribution.