President Andrea Agnelli said the Juventus Stadium is “a success story and an example to be followed” in Serie A.
The arena in Turin became the first to be owned by a Serie A club, as usually the venues are rented out on match day from the local council.
Juve and the Turin Mayor were able to work through the red tape and approve the restructuring of the unpopular Stadio Delle Alpi with the club receiving a 100-year lease.
“The idea started in the mid-1990s, because Juventus are a side who have it in their DNA to always look beyond and be at the front-line of football development and innovation,” Agnelli told Rivista Polizia Moderna in their special on stadiums.
“It was also on paper an excellent investment opportunity. When I became President the project was already going towards completion, but I had the honour of inaugurating the stadium.
“This structure has mutated from the English model, but in construction we considered all the best European examples.”
The Juventus Stadium has removed the athletics track and barriers that separate the crowd from the pitch.
Several other Italian arenas have done this, including Fiorentina’s Stadio Artemio Franchi and the Stadio Friuli in Udine.
“It might’ve been a risk, but in my view it was a challenge we won, because at the Juventus Stadium we’ve never had problems in that area. There were only sporadic problems outside the venue and unfortunately the only issues were in the away end as certain groups of fans did damage.
“I think the reason for this security is that the fans feel it is their ‘home’ and therefore act more responsibly,” continued Agnelli.
Juventus have seen their revenue soar since opening the stadium and the President called it “an important business asset.
“Sold out nights are now almost the norm, while it is also a victory to see the stadium used seven days a week through our hospitality areas where businesses, sponsors and private parties can organise events.
“Owning our own stadium also allows us to hold entertainment and public relations events on the day of the game that otherwise would be unthinkable.
“Finally, the jewel in the crown is the Juventus Museum, which holds our winning history in a mix of tradition and innovation.
“Juventus have opened the door, giving fans of all kinds – even children – a welcoming stadium with dedicated services that sees match day as an event that can embrace and entertain even before kick-off.
“We hope that others can follow our example, because the step up Italian football needs goes through investments in new infrastructures.”