Juventus Stadium — BrandWiki

Juventus Stadium

Overview

Allianz Stadium

operator
nickname	Juventus Stadium
location	Turin, Italy
broke ground	June 2009
coordinates	45.10944°N, 7.64111°W
public transit	Turin Metropolitan Railway Service - Line 4 Logo.svgTurin Metropolitan Railway Service - Line 6 Logo.svgTurin Metropolitan Railway Service - Line 7 Logo.svg Rigola Stadio 9/ Stadio 72, VE1 Stadio; 62, 75 Altessano
built	2009–2011
opened	8 September 2011
owner	Juventus Football Club S.p.A.

Juventus Stadium ,[4] known for sponsorship reasons as the Allianz Stadium since July 2017,[5][6] sometimes simply known in Italy as the Stadium ,[7][8] is an all-seater football stadium in the Vallette borough of Turin, Italy, and the home of Juventus. The stadium was built on the site of its former ground, the Stadio delle Alpi in the latter 2000s, and is the first club-owned football modern venue in the country.[9] It is also one of only four stadiums in Italy accredited with the UEFA Category 4,[10]

Background

Juventus' previous permanent home ground, the Stadio delle Alpi, was completed in 1990 to host matches for the 1990 World Cup.[18] The club's move from their previous ancestral home, the Stadio Comunale, to the Stadio delle Alpi was controversial.[18] The new stadium was built at a great expense, was relatively less accessible, and had poor sightlines due to the athletics track.[18] Despite Juventus being the best-supported team in Italy (with the highest television subscribers and away section attendances), attendance at the Stadio delle Alpi was dismal.[18] Average attendance was only a third of the stadium's 67,000 capacity.[18] The club bought the stadium from the local council in 2002, a decision which was popular with fans. Antonio Giraudo, CEO of the Club between 1994 and 2006, committed the project to the architect Gino Zavanella;[19] the initial project already included features that would be typical of the final version, such as nearly halving the oversized capacity of the Delle Alpi and the elimination of the athletics track.[20][21]

Juventus moved out of the unpopular stadium after the 2006 Winter Olympics were held in the city and began plans to build a more intimate and atmospheric venue.[18][22] During that period, they played their matches at the newly renovated Stadio Olimpico, which was also unpopular due to its low capacity.[22] In November 2008, the club unveiled plans for a new 41,000-seater stadium on the site of the Stadio delle Alpi.[22] The new stadium, built at a cost of €155 million, features modern executive boxes, among other new developments.[22][23][3] The completion of Juventus Stadium made Juventus the only Serie A club to build and own their stadium at the time.[22]

The financing of the project was contributed by the advanced payment from Sportfive for €35 million, a loan of €50 million (later increased to €60 million) from Istituto per il Credito Sportivo, and a land sales to Nordiconad for €20.25 million.[24][25]

Services and facilities

Juventus Premium Club

The stadium includes 3,600 premium seats and 64 sky boxes. Services for the club include reserved entrance to the stadium, luxury armchairs with personal LCD televisions, exclusive restaurants, bars, lounges, finger food at half time and after the game, reserved parking, access to the museum (starting in 2012).

The Juventus Premium Club is the Juventus corporate hospitality project, aimed at companies who wish to entertain their clients and partners to lunch or dinner at the Juventus stadium before the match.[23][34]

In addition, the stadium houses a 34,000-m2 shopping complex open every day and parking space for 4,000 vehicles.[1][23] The Juventus Museum is located nearby.[23]

Stadium tour

A 70-minute guided tour of the stadium is offered every day. Guests are taken around to see the dressing rooms, facilities, museum and the pitch.[35] The tours were initiated in November 2011 and the first tour was led by former Juventus player and current board member Pavel Nedvěd. Audio guides are also available to foreign visitors in English, French, German and Spanish.[36]

Area12 Shopping Centre

On 27 October 2011, Area 12, a shopping centre adjacent to the stadium was opened. It has over 60 shops, two bars, three restaurants and the first Conad store to feature a drive-through service, allowing customers to do their shopping online and collect their pre-packed goods.[37] The new Juventus Store, at 550 square metres, is the biggest sports club shop in the country. It was designed by Giugiaro and architect Alberto Rolla.

The shopping centre has 2,000 parking spaces, of which 800 are covered, and was provided by San Sisto (sole owner), a company which sees the agreement between Nordiconad from Modena, the Northern Italy Cooperative of Gruppo Conad, Cmb from Carpi and Unieco from Reggio Emilia, two Italian companies in the field of shopping centre building.[38]

J-Museum

The Juventus Museum, called the J-Museum, was unveiled on 16 May 2012 by club president Andrea Agnelli and museum chairman Paolo Gamberti[39] and opened to the public the following day.[40] A noted feature is the extensive use of technology to provide a different approach to the traditional concept of a museum. The museum is chaired by noted Italian journalist Paolo Garimberti, who was previously a journalist and correspondent for La Stampa, La Repubblica and CNN Italia.

The museum has been a popular point of interest with visitors to the stadium. Just four months after opening to the public, it has recorded some 40,000 visitors.[41] In November 2012, the museum's management announced a partnership with two popular local attractions, the National Museum of Cinema and Reggia di Venaria, to offer a discounted ticket package for visitors.[42]

J-Medical

On 23 March 2016, Juventus introduced its new medical centre, J-Medical, as a result of a collaboration between the club and Santa Clara Group.[43] The medical centre is situated in the stadium's east stand, next to J-Museum. Housed within a 3500 m2 facility, the centre houses specialist clinics, operating theatres for outpatient surgery and a rehabilitation centre.[44][45] In addition to providing affordable and efficient healthcare for the local community, the medical centre also serves as the club's in-house clinic for conducting players' medical check-ups.

On 13 June 2016, Miralem Pjanić completed his medical ahead of a proposed move from Roma. This was the first time that J-Medical had held routine check-ups for prospective Juventus players.[46]

Continassa Project

On 1 June 2010 Juventus acquired a 99-year leasehold on the 270,860 m2 Continassa area (50 years for some minor parties) from the Turin city council for €1 million with the aim to redevelop over ten years with a series of projects and an investment of at least €60 million. The agreement was initially announced on 15 March 2011 and signed by the end of 2011.[52][53]

The project includes, among others, the construction of the future headquarters of the club – which will be built in the Continassa, the club has pledged to construct a Juventus Soccer School (the school football team Juventus) and will also build hotels.[54] On 22 December 2012, the master plan of the whole Continassa area was approved by the city council of Turin.[55]

On 14 June 2013, a final contract was signed for €11.7 million, which Juventus acquired a 99-year renewable lease hold of 180,000 square metre of area, while the city council retained some area in Continassa.[56] On 22 July 2014 Piano Esecutivo Convenzionato proposed by Juventus was approved.[57]

The project was later renamed as J-Village.

J-Village

On 16 October 2015, Juventus officially announced the new project of J-Village.[58] It reformed the previous Continassa Project and continued development in Continassa area. J-Village comprised development of six sites: the JTC (Juventus Training Center), the first-team training facility which would also house the Media Center; the new Juventus Head Office; the J-Hotel; the ISE International School (part of J-College[59]); the Concept Store. A power station and the service infrastructure for the whole area would complete the development. The operational plan was expected for the completion by the end of June 2017.[60] On 17 July 2017, Juventus announced that the new Juventus head office was opened.[61] On 24 August 2019, Juventus announced the opening of the four-star 138-room J-Hotel; Juventus own 40 percent of the hotel, with the other 60 percent belonging to the Lindbergh Hotels group.[62]