In a football league that continues to face significant facility issues, Juventus’ Allianz Stadium in Turin stands out as the most forward-thinking football stadium in Italy’s Serie A, something that plays a key role in enhancing the fan experience during the day. . .
“The real challenge is to translate what we see in Europe into something that is appreciated by our fans, that perfectly meets their expectations,” said Francesco Gianello, Juventus’ head of amenities control, in our most recent interview.
In keeping with their goal of boosting participation at the Allianz Stadium, a 41,507-seat stadium in the north of the city of Turin, Juventus club leaders know it’s all about meeting the ever-changing demands of Bianconeri fans.
Being the football logo with the largest number of fans in the country means being okay with a very varied organization of people who every weekend attend the live match of their favorite team in Turin.
“The main goal is to entertain all types of fans: from families to young people and children, from the entrepreneur to the most passionate fan,” said Paolo Monguzzi, director of benefits and entertainment for the club’s stadiums, at our joint meeting. interview.
When Juventus hosts a match, whether it’s Serie A or a European competition, the club’s attention extends far beyond the live action unfolding on the pitch. Instead, he focuses on the hours of waiting that preceded the long-awaited kickoff.
“The impressive facet of the attack fits more and more because the fans now need more than 90 minutes of play,” Monguzzi added.
TURIN, ITALY – APRIL 3: A general view of the Allianz Stadium, Serie A striker between the two teams in the world, has been able to. . . [ ] Juventus and FC Internazionale at the Allianz Stadium on April 3, 2022 in Turin, Italy. (Photo by Marco Luzzani/ Getty Images)
Whether it’s buying a ticket to make a stop at the club’s official museum, buying food for merchandise at the Juventus Megastore, or betting on all kinds of matches in dedicated spaces within the stadium, the Allianz Stadium has been designed to entertain enthusiasts in any and every way possible. , thus giving them an explanation of why they spend their money while they wait for the game to start.
“The annual net profit from an adjustment is between 70 and 90 million euros ($76 million to $98 million, at the current exchange rate), depending on the number of matches played and the competitions in which Juventus participates,” Monguzzi said.
This figure is all the more remarkable when you consider that the Allianz Stadium structure more than a decade ago charged 3,000 euros per seat, or a total of about 125 million euros (136 million euros), Gianello said.
This product of sunlight hours accounts for a significant portion of Juventus’ total annual revenue, exactly between 16% and 21%, which in 2022/23 amounted to €432 million ($469 million), according to recent top monetary estimates from Deloitte Football. Money League.
TURIN, ITALY – JANUARY 30: Paolo Monguzzi portrait session on January 30, 2024 in Turin, Italy. (Photo. . . [ ] via Daniele Badolato – Juventus FC/Juventus FC Getty Images)
When it comes to implementing a generation to entertain fans in the stadium, the club admits to taking inspiration from the world of North American sports.
“Our task is to take a look at all the examples, especially in the U. S. , which invests a lot from an entertainment standpoint,” Monguzzi said.
Over the years, Juventus has carried out several renovations to its stadiums to meet the entertainment criteria imposed through broadcasters. These innovations come with the arrival of a new LED lighting formula, the replacement of classic lamps with LED lamps, and the installation of a reimagined audio formula that would integrate with entertainment lights.
“The main challenge today is to keep the stadium infrastructure up to date in order to meet the desires of broadcast and advertising services, which focus on the satisfaction of fans and customers, whether in the stadium or at home,” said Gianello. .
TURIN, ITALY – NOVEMBER 11: Weston McKennie of Juventus arrives at the stadium and greets the fans. . . [ ] ahead of the TIM Serie A match between Juventus and Cagliari Calcio at the Allianz Stadium on November 11, 2023 in Turin, Italy. Photo by Daniele Badolato – Juventus FC/Juventus FC Getty Images)
He stressed, however, that the right party remains to be adapted to the fans of each club, who are unique in their own traditions and customs.
“You can’t try to copy the most productive of others, because the country has express desires similar to the behavior and behavior of the fans,” Gianello added.
Among the unique features that Juventus brings to people’s love for their favorite football brand, is the opportunity for die-hard Bianconeri enthusiasts to enjoy an up-close view of the team as soon as they arrive at the stadium: by purchasing a VIP ticket, fans will be able to enjoy exclusive access to a domain where they can congratulate their idols as they walk along the track that takes them from the bus of the team to the locker room.
TURIN, ITALY – DECEMBER 30: Juventus fans cheer on their team in Serie A TIM between the two seasons. Juventus and AS Roma at the Allianz Stadium on December 30, 2023 in Turin, Italy. (Photo by Jonathan Moscrop/Getty Images)
The Allianz Stadium has given Juventus the opportunity to personalise the sporting experience for their fans, but this represents a rare case in Italian football.
In fact, Juventus were the first Serie A team to have their own stadium, and getting to that level was quite laborious. The structure of the Allianz Stadium, which allowed the Bianconeri to move away from the Delle Alpi sports centre for good, lasted about two years and was completed in 2011.
“The procedure for approving the assignment was long and complicated,” Gianello said. “Juventus presented a transparent loan, discussed it with all national and local authorities, defining in detail the charges and the schedule. “
A general view of a EURO 2032 pennant for Italy and Turkey, the Euro 2028 and Euro 2032 announcement rite at UEFA headquarters in Nyon, Switzerland. Photo date: Tuesday, October 10, 2023. (Photo by Mike Egerton/PA Images via Getty Images)
The unfortunate thing is that today, most Serie A clubs do not own the rights to the stadium in which they host their matches, which deters them from making investments in long-term modernization or renovation projects. They can’t maximize the profits that upfront profits and hospitality can generate through a modern, top-notch stadium experience.
As Italy prepares to host UEFA Euro 2032, Europe’s flagship festival for national football teams, things want to change, as stadiums will not yet have selection to undergo renovations to meet UEFA’s strict requirements.
Even at this stage, Juventus will do their best to stay ahead of their competitors.
“New stadiums will be built in Italy,” Monguzzi concluded.
“The challenge is to make our stadium as modern as possible. “