Wednesday July 25 2012
Juventus getting too shirty

Juventus’ branding of their new shirt has opened up past wounds. Dave Taylor believes that the once elegant Old Lady should be above such ambivalence.

“Winning is not important, it is the only thing that counts.” That sentence was first uttered by Juventus legend Giampiero Boniperti and now it is on the inside collar of the new Bianconeri shirt.

Luciano Moggi, the club’s disgraced former director general, felt the same way a few years back but perhaps took those words too literally. And today, judging by the motto on the new shirt – ‘30 on the pitch’ – the club has as well.

It’s a phrase in response to the club’s on-going legal battle in a bid to win back the two Scudetti stripped from them in the aftermath of the Calciopoli sporting trial. Official records show the Turin giants have 28 titles, the club are now proudly boasting 30.

At the centre of all this, the jersey itself is aesthetically pleasing and a return to the memorable, four ultra-wide black stripes symbolising the founding values of the club that original chief Edoardo Agnelli envisaged in 1923 – family, union, loyalty and honour. Perhaps he would be shocked at the way the club seems to have forgotten them in a graceless grab for the gravy train of profit and publicity.

Sadly, all it does is give Italian football critics more ammunition and their denigration centres on the fact that by pretending the two titles were earned legally, Juve have shown extreme arrogance. That Juventus have not been reprimanded by the FIGC for their actions shows they cannot keep their house in order and that anything goes in Italian football.

La Signora initially wanted to add a third gold star to recognise 30 title wins, but decided to make a bigger statement by taking their constellation away altogether. “We count our success and it equals 30,” President Andrea Agnelli noted. “Then we look at the calculations of the Federation and we realise that it comes to 28. As we don’t agree, we chose to take the stars away because we don’t recognise such arithmetic.”

Juve had their 2004-05 and 2005-06 successes revoked after their assumed involvement in the Calciopoli scandal. But their current argument is that the club did not violate the FIGC’s article six and there was no proof of Moggi or Juve’s culpability. Moggi was convicted only for threat of deception, with the civil court stating the 2005-06 win was regular. Certainly there is more than meets the eye and several issues are still unclear.

Nevertheless, the new legend makes the club look petty if they are claiming that they won the titles in the face of the scandal. This grand outfit, one which prides itself on its unique spirit, determination and a winning mentality, should be above this debatable one-upmanship. Then again, maybe it’s just plain old new-fashioned commercialism and an inappropriate emphasis on profit.

It has also brought the spectre of the scandal back on to the plate, when they should be putting that era behind them. It’s all well and good claiming winning is the only thing that counts, but there is an equally famous saying introduced by a contemporary of Edoardo Agnelli and that is: “It's not the winning but the taking part that counts.” This was first echoed by the founding father of the modern Olympics, Baron Pierre de Coubertin, and there is no ambivalence about that.

Keep up to date with the latest news and action from Spain's Primera Division with Football Espana - from the team behind Football Italia.

See the latest Serie A predictions and betting tips with

Have your say...
Funny how all the anti-Juve peeps have rallied here to attack Juve. This article is rather dissappointing. I would have thought that fans of other Italian clubs would have felt it way better that Juve decided to drop the stars, which were a clear indication that they were disregarding whatever the FIGC had in their records in favor of simple statement declaring how the club feels but no, any opportunity to antagonize Juve is a great opportunity that must be utilized as soon as spotted.
on the 25th July, 2012 at 7:47pm
either or we are rising again ....FORZA JUVENTUS
on the 25th July, 2012 at 7:20pm
there should be an emblem on inter shirts reading 'deserved winners'
on the 25th July, 2012 at 7:19pm
There's genuine reasons behind Juve's stance.

The connections between Inter, Telecom Italia and Guido Rossi cannot be ignored. These are all conflicts of interest, and should have cancelled the original trial, even ignoring the lack of proof.

Inter fans criticise Moggi for speaking to the designators, but then say it's OK when Facchetti is caught requesting referees, and telling the designator to tell the ref to favour Inter hours before playing Juve. The designator duly obliged.
on the 25th July, 2012 at 7:15pm
Maybe Juve should put the slogan Italians have for people from Turin on their sleeves: " TORINESI: FALSI MA CORTESI!"

(Just kidding: look at the future, serie A needs a strong juve/napoli/milan/roma/inter etc in europe, can't we all just get along, lol ;))
on the 25th July, 2012 at 7:14pm
juve = crap
on the 25th July, 2012 at 7:10pm
I don't understand the fuss. Milan have an emblem with what appears to be a flag of St George. Inter's has an interesting pattern of intertwined letters which, along with the name, suggest that the club is some kind of coherent and close knit well-run organisation. Let clubs put what they like on their shirts. Though at least there is some truth to '30 sul campo'...
on the 25th July, 2012 at 6:25pm
This should be beneath a club of their history and importance.
Effectively they are saying they are happy with Moggi et als conduct during this time.
It wasn't OK, it was disgraceful.
The 'well everyone else was doing it' is the defence of bankers, and thus indefensible.
A club with class would draw a line under a shameful episode and move on.
on the 25th July, 2012 at 6:04pm
Italy was doing good when juventus was doing good. Juve relegated due to calcipoli but still boosted the azzurri national team with quality players and lifted the world cup. 2006-2011 juventus in bad shape so was the azzurri.. 2012 juve champions of italy, 8 juve players in the national side, italy reach euro semi.. all im saying is its no coincidence.. juventus is the heart of italy and they deserve praise not denial.
on the 25th July, 2012 at 5:58pm
If you tend to accept every word from the court, then apparently it's not Juve Club who is naive. Even though I have to say that printing the slogan on the shirt instead of the stars (no matter how many) is rather silly, it doesn't mean that I would possibly agree with the judgement six years ago.
on the 25th July, 2012 at 5:57pm
So, conclusion, according to Juve fans, is: Juventus is the most fair club in the world and all what happened were scenario created by the most powerful club in the world - Inter, in order to finally win scudetto, which was impossible against honest and most fair team - Juventus. Please, get back to reality.
on the 25th July, 2012 at 5:45pm
Dave, do you realize what a hypocrite you are?
this 'article' stirs up the whole calciopoli affair more than the "30 sul campo" logo itself, and then you claim that WE should put it all behind us? really? please do shut up

Football Italia blogs are one of the best features of this website but pointless, opinionated trash from you and Susy Campanale really lets this website down
on the 25th July, 2012 at 5:44pm
FIGC will probably cave in at some point - but Juve's whole attitude has been pretty embarrassing.
on the 25th July, 2012 at 5:38pm
This article is rubbish and so pointless, and have u done ur research ??so LOL
on the 25th July, 2012 at 5:02pm
once all the tapes were finally "found" it seemed that AC/INTER were involved much more than JUVE. Cheating happens in every sport. Watch the NBA and see how many teams/players get "special" treatment. All in all ALL three teams should have been sent down to Serie B. Yes it's time to move on. Hopefully all three teams can compete for the title, may the best team win.
on the 25th July, 2012 at 4:58pm
It is painful reading all of the Juve fanboys defending their disgusting cheating.

Get a grip lads. You are a great club but its this kind of thing which not only brings your reputation down, but that of the rest of the Calcio clubs as well.
on the 25th July, 2012 at 4:51pm
i cant understand how juve can ever be trusted again and you need no court to tell you they are guilty if you have been watching their matches. The calciopoli verdicts were no surprise and one thought thank god finally..ofcourse unless your a juve fan. Crime never pays.
on the 25th July, 2012 at 4:48pm
This article is rubbish. First of all as Moggi said, either we are all guilty or no one is guilty. The trials last year proved that Juve did nothing wrong. This article has to be written by an Inter fan because they know the only way they can win is through conspiracy. juve is back, Inter and the FIGC hurt us but now we are stronger and for years to come will become stronger year by year. Forza Juve...
on the 25th July, 2012 at 4:48pm
Juve have NOT won 30 Scudetti on the pitch. And I'm not even talking about Calciopoli.

In 1927, the Serie A season ended with Torino the champions, and Juventus runners-up. A few weeks later, Torino's title was revoked and handed to Juve by the FIGC, after it came out that a Juve fullback had allegedly been paid by a Torino official to throw the Derby della Mole. So they very much did NOT win that Scudetto "sul campo."

If Juve want to revisit ancient history, they should go all the way back
on the 25th July, 2012 at 4:46pm
This is by far The worst articles on this website, ever. Its not up to journalistic standards you've come to expect from FI. In order to protect your reputation I suggest you to delete this utter trash from FI.
on the 25th July, 2012 at 4:39pm
@ Davor - the fact that you didn't know Inter were found Guilty of Sporting Fraud in the Calciopoli trial that conluded recently in the city of Napoli shows that you know nothing about Calciopoli other than the initial punisments of 2006 -- which have been condemned by the Courts. Inter is protected by a Statute of Limitations. CONI has asked Inter to vacate their Cardboard Scudetto.
on the 25th July, 2012 at 4:38pm
so why is it that juve are not as successful in europe. Juve have been stripped naked infront of the whole world and rightley so. Traditionaly speaking ac milan were never the same class as inter then the emergence of berlusconi (the very dignified and honest) in 1985. Forza inter
on the 25th July, 2012 at 4:20pm
No matters what Juve supporters wrote here, everyone else who follow Serie A during that time, watch the game do and still feel disgust at all the unfair decisions favouring Juve. We recognise & know that Juve always get 'assistance' of the referee, especially so in crucial matches.

To read how Juve supporters comments as if Juve were the 'victim' show their arrogance.

No matter what the court or investigation concluded, just recall all those unfair calls, we all remember who is the cheater.
on the 25th July, 2012 at 4:12pm
This again shows how narrowminded Juventus is a club and as a board.

It is not only pathetic, almost childish, it is damages the reputation of calcio yet again.

You've cheated, you've been punished now get on with it.

If all juve's scudetti were to be taken under investigation, the would lose many more.
on the 25th July, 2012 at 3:55pm
@Davor According to your comments Juve won 29 scudetti unfairly? Are you seriously trying to convince us all that Inter was not involved in the Calciopoli? That FIGC was correct in not sending Inter & AC Milan to Serie B? If that is the case mate you better check all the facts. I can understand loyalty for your club but don't try to defend your clubs actions by attacking Juve who have been the only club who suffered from a poor judicial system.
on the 25th July, 2012 at 3:47pm
Why have juve fans become so arrogant after winning a single title after such a long time? Success tastes good but one should take it more humbly. Where were they when Inter won 13 titles in a span of 6 years. Some Juve fans say that Inter benefited from Juve's terrible condition but Inter were champions of world not only Italy. I urge Juventus fans to learn to accept mistakes gracefully and look forward.
on the 25th July, 2012 at 3:41pm
"30 ON THE PITCH" Such a stupid slogan. They use that slogan as if to say regardless of the investigation they still won. Wouldn't that be like admitting winning by cheating??? They continuously embarass themselves and Italian football year after year. How can anyone trust in the league anymore after all that happened? I wouldn't be surprised that match fixing will still continue (as been already proved with the recent player betting)
on the 25th July, 2012 at 3:28pm
And I only agree that these 1 scudetti should not be awarded to Inter, but according to your talk, Inter seems the most powerful club in the world when they could arrange this all. Stupid conclusion. You won unfair championships, live with it, let's go on fair way. Italian football need strong Juve, Milan, Inter, Napoli, Roma.......
on the 25th July, 2012 at 3:20pm
@Manni. Really, Manni? Juve won (finally fair) one single scudetto and that leads you to conclusion that where is Inter now? What a stupid conclusion. Inter is now having different problems, did you already forgot that Juve was 3rd in 2009 and then 7th two years in a row? And now won the scudetto without European matches....

So, somebody wrote, it not same to complain for bad refereing and ask to do favors. Ok, Moggi did this without knowing Juventus, but Juventus profited from it.
on the 25th July, 2012 at 3:18pm
Juve are leading the way for all Italian teams and setting the standard that will drag Serie A into the 21st Century. Football clubs without money and a sensible business model will fail into today's world - look at Rangers! Or would you rather Serie A continues to languish behind the La Liga, The Premiership and the Bundesliga forever more? No is the answer you want! Italian football is back - and whether you like it or not: Juve are leading the way for economics and playing style! Forza
on the 25th July, 2012 at 2:47pm

Post new comment

Your email address is kept private and will not be shown publicly.
If you have your own website, enter its address here.
Maximum 500 characters.
This question is for testing whether you are a human visitor and to prevent automated spam submissions.
Enter the characters shown in the image.
Your responses will be moderated, and sometimes edited, by Football Italia before appearing on the site. Please keep your comments clean and try to keep them relevant to the blog above. We reserve the right to reject views that we deem unsuitable for publication.