Juventus are preparing to inaugurate their new stadium with a friendly against Notts County, “spectacle, trophies and surprise guests.”
The Bianconeri have finished restructuring work on the site of the old Stadio Delle Alpi and become the first club in Italy to own their arena.
It will be inaugurated with a game against Notts County, the club that first gave them their black and white stripes, on Thursday evening.
“It will be spectacular,” assured K-events director Marco Balich. “We prepared a splendid choreography created by the Bianconeri fans. There will be space for heroes of the past, trophies and surprise guests.
“Tradition, innovation and style. These are the key words for the new Juventus home.”
Stadium director Francesco Gianello also revealed what stands the Juventus Stadium apart from other Serie A venues.
“The stands are right next to the pitch and all equidistant, so we eliminated the concept of the curva, as those in Tribuna Nord will be as close to the field as those in Tribuna Ovest.
“There is safety for families and a warm welcome for fans with kitchens that can provide 4,000 meals on match days. The Juventus Museum will be finished later on, while from October there are guided tours of the stadium and locker rooms for supporters.”
While other Italian stadiums are rented from the council and therefore used only on match days, the Turin arena will be open seven days a week with shops and restaurants.
“Owning a stadium is fundamental for a modern club,” added commercial director Francesco Calvo. “Juve, like other European sides, can get the best potential out of their arena. It's no coincidence that Nike and Sony have invested heavily in this project.
“The old stadium gave Juventus €11m per season, whereas the new venue is targeting €32m. In Italy income from the stadium represents only 13 per cent of overall income for the clubs, compared to 27 per cent in England or Germany.”