Allianz Stadium and JTC Aerial Views

Proyek dan investasi

Juventus Investments

In recent years Juventus has invested deeply in a comprehensive real estate project, allowing the club to become a true entertainment power-house, always keeping football at its core.

Juventus’ investments comprise of multiple different assets (Allianz Stadium, Juventus Museum, J Medical, Juventus headquarter, Juventus Training Center for the First Team and Juventus Training Center in Vinovo for Youth and Women) and the J Village (J Hotel, J College and the Concept Store). In this process, Juventus has been the first football club to create a proper Real Estate Fund to support these substantial investments.

The club, in partnership with many different public and private counterparties, has been able to fully redevelop and requalify Continassa Area via multiple diversified types of commitment (full ownership, joint-ventures, partnerships, minority stakes…); with flexible contractual terms that have granted Juventus the possibility to work with best-in-class partners.

Allianz Stadium and J Village represent entertainment in its purist form (sports, exhibition, hospitality, education, high-tech experience and F&B). Players, fans, tourists, visitors and employees all benefit from this unique and innovative offering with multiple hand-tailored experiences available.

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.

Allianz Stadium - project investments

Juventus headquarters

Juventus head office, opened on 17 July 2017, currently hosts Juventus management and administrative staff.

The original building dates back to XVIII century and its careful renovation (with time to build and renovate from September 2015 to July 2017) has preserved original decorations, arches and vaults.

From 2022, the headquarter is owned by Juventus. 

Total surface of 20,100 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.

HK office - USATA2.jpeg

JTC - Continassa

JTC hosts training sessions of Juventus First Team since 9 July 2018; the structure includes both a Training Area and a Media Center.

Training area includes: 4 “natural grass” football pitches, locker rooms, technical and medical staff offices, an audio-video studio for teams' match-analysis, a physiotherapy area, a fully equipped gym (with state-of-the-art sport equipment) and a swimming pool. Media center includes: a shooting area, a tv-crew area and sponsors’ spaces.

From 2022, JTC Continassa is owned by Juventus.

Total surface of 59,500 m².


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.

Vinovo JTC - Juventus investments

J Museum

Juventus Museum was opened in 2012 to celebrate club’s history and all its triumphs.

#1 Italian sporting museum for number of annual visitors and constantly among “Top 50 sites by visits” in Italy. The museum is created and designed for both Juventus’ fans and, more broadly, for football enthusiasts (including the possibility to organize educational activities for schools and families in a dedicated area).

Technology, multimedia documents and memorabilia punctuate visitors' journey (including all past trophies and legends’ shirts).

Juventus museum supplies a diversified experience offering to satisfy different needs (Juventus Museum visit, Juventus Museum visit + Allianz Stadium tour, and Juventus Museum visit + Matchday tour) and, every year, it hosts temporary exhibitions presenting a wide range of different topics (among others: art; club’s history; and other themes connected to Juventus either directly or indirectly).

Juventus Museum is recognized and certified by the prestigious ICOM (International Council of Museums)

Total surface of +2,000 m².

Pagina 25 - J Museum

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).


New Milan Flagship Store

Milan Flagship Store, opened on 4 July 2019, presents modern design and lightings to underpin “Juventus high street” concept. Juventus direct management on the shop allows a clearer value proposition and better brand recognition (total shopping surface of 320 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 Medical - project investments

J College

J College has started operating in 2012 and, from school year 2017, it is hosted by the World International School (WINS); it provides full education services to Juventus academy players (Italian Liceo Scientifico Sportivo). 

The tight partnership between WINS and Juventus grants to J College students the possibility to live on campus and to benefit from ultimate education approaches (digital learning, internationalization and foreign languages, multidisciplinary approach…).

The school structure houses: an auditorium (133 seats), the student home (46 rooms, 86 beds), a canteen, a pool and a gym. 

Total Surface of 16,000 m², including an outdoor area and sports facilities of 2,000 m².

WINS - project investments

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.

J Hotel - project investments