Juventus missed out on Champions League qualification at the end of last season, costing the club significant potential revenue and contributing to the financial pressure that forced them to add more money through capitalisation.
As a publicly traded company, every penny matters for Juventus, and Champions League qualification would have guaranteed around 40 to 45 million euros before a ball was kicked this season.
They missed the chance to earn much more, with potential revenue capable of reaching around 70 million euros depending on how far they progressed. Juventus cannot afford to suffer another financial setback of that scale.
There is now an even bigger reason for the club to qualify this time, as [La Gazzetta dello Sport](https://www.gazzetta.it/Calcio/Champions-League/07-10-2026/champions-premi-piu-ricchi-dal-2027-28-le-stime-per-inter-juve-e-milan.shtml) reports that more money will be available under a new UEFA agreement.
Juventus face major financial incentive
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The current financial cycle will end when this season finishes, while UEFA has secured a new agreement that will run until 2031. The new arrangement will increase the money available to clubs participating in the Champions League.
That change could make qualification even more valuable for Juventus, particularly after missing out on the competition last season.
The Bianconeri therefore have significant financial motivation to return to Europe’s elite competition. Missing out again would mean losing another major source of revenue at a time when every opportunity matters.
New deal increases Champions League value
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The report explains that the new agreement will begin next season and provide clubs with greater financial rewards for participating in the Champions League.
For Juventus, the difference could be substantial. Under the new deal, they would be guaranteed at least 50 million euros simply by finishing in the top four and qualifying for the competition.
That figure is higher than the amount they could have expected under the previous financial cycle, making Champions League qualification even more important.
Juventus therefore have plenty at stake during the current campaign. The club will be determined to avoid another season without Champions League football, especially with the new agreement set to provide greater rewards from next season.