Juventus FC : « We are looking into the possibility of hosting US sports matches » (Paolo Monguzzi)
"Our stadium will always be football-centric. However, that's no reason not to be open to major events, even in other sports. Yes, we are looking into different possibilities, and hosting US sports, like NFL
National Football League, the professional league of American football in the USA.
matches, is one of them," said Paolo Monguzzi
Stadium & Consumer Business Director @ Juventus FC
, stadium and consumer business director at Juventus FC
Activité : club de football professionnel italien
Partenaires majeurs :• adidas (équipementier) : 31,5 M€ par saison, 2015-2019, puis 51 M€ par saison pour 2019-2027
Partenaire top …
(Serie A Enilive
Italian football’s first division, 20 clubs (Enilive acquired the naming rights from 2024-25)
), to News Tank on 09/09/2024.
"The Allianz Stadium (Turin, ITA) doesn't have a very large capacity (41,500 seats), but we can stand out thanks to the VIP seating capacity. At San Siro (Milan), the capacity for a concert is around 58,000, but there are only 2,000 VIP seats. We can guarantee 4,000 VIP seats."
"For Juventus, the challenge is to think about what our stadium will look like in 10 years. The day will come when it will no longer be the newest stadium in Italy, and it's a long process to decide, for example, to add 10,000 seats, create new areas or make changes to a stand," added Paolo Monguzzi.
Season tickets, generating more revenue at the Allianz Stadium, hosting major events, Italy's situation regarding the requirements to build or renovate a stadium, prospects for Euro 2032... Paolo Monguzzi answered some questions from News Tank.
"Hosting a major event at the stadium generates more revenue than a year's worth of conferences" (Paolo Monguzzi)
How many season ticket holders does Juventus have for 2024-25?
We have 19,200 season ticket holders, including 16,000 from the general public and 3,200 premium customers. That's around 10% more than last season for the general public.
In 2023-24, to what extent did season tickets sales contribute to the revenue generated by the Allianz Stadium?
13%.
How much revenue was generated from ticket sales (excluding season tickets) in 2023-24?
We generated €23.8m in 2023-24, without competing in any UEFA competition. This season, as we will participate in the Champions League, we are expecting a significant growth.
What is Juventus' food & beverages strategy at the stadium?
Everything that we are doing at the stadium aims to create a longer experience. For us, it is therefore crucial not to have people arriving at the gates 10 minutes before the event. Instead, we try to get them there two hours in advance. The catering offer must reflect this strategy.me two hours in advance. The offer that we have on food and beverages has to reflect this strategy.
Beer represents 68 % of our food & beverages revenue »We have a different offer for each sector, thinking about areas with families, young people or season ticket holders.
Our main issue is queuing. We are working on implementing new technologies to adapt our offer and provide people with a faster service.
Beer is a very important part of our food and beverage strategy, accounting for 68% of our total catering revenue. So we need to think about what we can offer to go with beer.
Of course, as in France, wine is important in Italy. But it is a matter of cost. As we are very regarding on the quality, we cannnot offer cheap wine. This is a product that we tend to offer in our hospitality areas.
What kind of VIP experiences are available at the Allianz Stadium?
We have the best VIP offer in Italy, obviously because we have the most modern stadium in the country.
Our most notable service is our partnership with Da Vittorio. This is a family-run catering brand with three Michelin stars. At most matches, VIP guests are able to watch the game while enjoying a dinner prepared by a member of the Da Vittorio family in front of them.
Are there specific VIP areas in the stadium?
We have created a small lounge in the players' tunnel, because we don't have the space for a larger area.
One of the products that we are promoting is the Legends Club, an area where you can dine while watching a match, sometimes in the company of a former Juventus player.
The overall VIP capacity is 4,200, including 3,900 in the stadium »How many VIP seats are there at the stadium?
We have 3,900 VIP seats, but over the last two years we have decided to develop three other products. Two of them offer hospitality outside of the stadium, so the overall VIP capacity is 4,200.
We use our own hotel, the J|hotel, as well as our museum, as hospitality venues, with the option of closing the doors to the general public. Last year, we also tested an experience with a local thermal spa.
Our objective is to create experiences outside the stadium, in conjunction with the general public seats.
Is there a focus on attracting more women, seniors or young people to the stadium?
My philosophy is that the stadium is like a small town, so I do not want to focus on a single target. We have a strategy to generate revenue this season and in two or three years' time.
But we also need to think about how we can generate more revenue in 10 to 20 years, which is why we can't just focus on the younger generation.
How can Juventus continue to increase its stadium revenues?
I don't know what the limit is, but I think that we are very far from it.
We cannot adjust our stadium admission prices, because we would quickly reach a limit and risk losing fans at the Allianz Stadium.
Juventus has a great asset in the Continassa Area. This area includes the stadium, the club headquarters, a shop, the J|hotel, an international school, the Juventus Creator Lab, the Juventus Museum, the J|medical and other areas that we can develop.
How can Juventus generate non matchday revenue?
We are almost at the limit of what we can generate with the Museum, as visitor numbers have varied little in recent years. We had 140,000 visitors in 2023-24.
An agreement with the Italian Rugby Federation to host a match of the men’s national team every year from 2024 to 2026 »I am focusing on hosting major events in the stadium. Of course, it is good to rent out spaces for conferences and corporate events. But it's the big events that make the difference. Not only because you can make more in a day than you would in a year of conferences, but also because we can generate more revenue from large events in the Continassa Area.
We have entered into an agreement with the Italian Rugby Federation to host a match of the men's national team every year from 2024 to 2026, starting with the game against New Zealand in November 2024.
Our stadium doesn't have a very large capacity (41,500 seats), but we can stand out thanks to the VIP seating capacity. At San Siro (Milan), the capacity for a concert is around 58,000, but there are only 2,000 VIP seats. We can guarantee 4,000 VIP seats.
Can Juventus imagine opening its stadium to other sports, such as American football, via the NFL
![]()
National Football League, the professional league of American football in the USA.
?
First of all, Juventus is a football club. We have to respect that. The stadium will always be football-centric.
However, that's no reason not to be open to major events, even in other sports. Yes, we are looking at different possibilities, and hosting NFL matches is one of them.
Juventus is the first Italian club to own its own stadium. What do you think about the difficulty of building or renovating stadiums in Italy?
The bureaucracy behind a new stadium or a renovation is pretty crazy »The situation is quite difficult. The bureaucracy behind a new stadium or a renovation is pretty crazy. There are seven bureaucratic steps! I believe that the new stadiums in Milan and Rome will be completed, not in a day, but in a few years' time.
For Juventus, the challenge is to think about what our stadium will look like in 10 years. The day will come when it will no longer be the newest stadium in Italy, and it's a long process to decide, for example, to add 10,000 seats, create new areas or make changes to a stand.
What is the annual cost of the stadium?
It's hard to say, it depends on the figures we take into account. But we are generating a margin of around 60%.
Turin is one of the cities in the running to host Euro 2032, which is being co-hosted by Italy and Turkey...
Yes, and I think we have the only stadium that meets 100% of the requirements for the competition. Hosting the Euro games would be a great opportunity, but also a chance to modernise our stadium.
Paolo Monguzzi
Stadium & Consumer Business Director @ Juventus FC
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Parcours
Stadium & Consumer Business Director
Head of Stadium Revenue & Entertainment
Venue Business Director
Head of Venue Business
Corporate Hospitality & Ticketing B2C Manager
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Juventus FC
Activité : club de football professionnel italien
Partenaires majeurs :
• adidas (équipementier) : 31,5 M€ par saison, 2015-2019, puis 51 M€ par saison pour 2019-2027
Partenaire top :
• Allianz (assurance) : naming du stade, 2017-2030, sponsor maillot d’entrainement 2019-2030, sponsor dos de maillot de l’équipe féminine (depuis 2020), namer de l’Allianz Training Center (depuis 2024)
Partenaires officiels :
• Cygames (jeux vidéo) : sponsor dos de maillot, 2017-2026
• EA Sports FC (gaming) : depuis 2022-23
• Socios.com (blockchain), depuis 2018-19
• Balocco (alimentaire)
• Ganten Water (eau minérale) : depuis 2017-18
• Enel (énergie) : depuis 2024-25
• Azimut (gestion d’actifs) : sponsor manche, depuis 2024-25
• Telecom Italia (télécommunications) : depuis 2024-25
Liste complète des partenaires ici
Licensing :
• Fanatics : licencié principal, 2024-2035
• IMG : Asie, Australie, Nouvelle-Zélande, États-Unis, Canada
Catégorie : Clubs Professionnels
Adresse du siège
Via Druento, 17510151 Turin Italie
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