The consolidation of ownership of the property and the management of the J|hotel – which over the years has seen a significant improvement in its positioning, customer satisfaction and overall performance –****will enable the optimisation of certain costs and an increase in revenue synergies,****allowing value to be created for reinvestment in Juventus’ core business.
Through this transaction,Juventus becomes the owner – as few other clubs in Europe are – of all the strategic properties in which it conducts its business: the Allianz Stadium(which houses the Juventus Museum, the Juventus Megastore and J|medical),the Continassa Headquarters, the Juventus Training Centre Continassa, the Allianz Training Centre Vinovo, the Juventus Creator Lab and, upon completion, the J|hotel.
The total market value of these property assets is currentlysignificantly higher than their purchase or construction cost (amounting to approximately €220 million in total as at 31 December 2025).