Juventus’ Allianz Stadium has generated at least €845.81 million in stadium-related revenue since opening in 2011, highlighting the financial importance of the venue to the Italian club 15 years after its inauguration.
The stadium, originally opened as Juventus Stadium on September 8, 2011, was built on the site of the former Stadio delle Alpi. Juventus has put the investment cost of the stadium and Juventus Museum at around €155 million.
Since then, the venue has evolved from a football stadium into a year-round commercial asset generating income from matchdays, hospitality, events, tours and naming rights.
€618.5m generated from matchdays
An analysis by Calcio e Finanza based on Juventus’ financial statements estimates that the stadium generated €845.81 million between the 2011/12 season and the first half of 2025/26.
Of that total:
- €618.55 million came from matchday revenue
- €227.26 million came from other stadium-related revenue
Matchday revenue therefore accounted for around 73% of the total, with the remaining 27% coming from non-matchday activities and stadium-related sponsorship and naming rights.
The matchday figure focuses specifically on Juventus matches played at the Allianz Stadium, including ticketing, season tickets and matchday services.
Juventus also identifies commercial events and stadium and museum tours as key components of the venue’s business model. The club hosts an average of 25-28 matches per year, around 100 commercial events per season and has more than 4,000 Premium seats.
Stadium revenue peaked at €89.5m in 2018/19
The Allianz Stadium’s highest annual revenue in the period analysed came in the 2018/19 season, when total stadium-related revenue reached €89.55 million.
Matchday revenue accounted for €62.5 million, while other stadium revenue contributed €27.05 million. The season coincided with Cristiano Ronaldo’s first campaign at Juventus and remains the venue’s highest annual total in the period.
The Covid-19 pandemic subsequently had a major impact on the stadium business.
Total revenue fell to €60.35 million in 2019/20 before dropping sharply to just €14.17 million in 2020/21, when matches were largely played behind closed doors.
The recovery was gradual. Stadium-related revenue reached €58.48 million in 2022/23, followed by €71.1 million in 2023/24 and €80.08 million in 2024/25.
The 2024/25 campaign produced a record €65.4 million in matchday revenue, surpassing the previous high of €62.5 million recorded in 2018/19.
The first half of 2025/26 generated a further €41.85 million, including €29.64 million from matches and €12.21 million from other stadium activities. As this figure covers only six months, it cannot be directly compared with full-season results.
Naming rights add another commercial layer
Naming rights have also formed part of the stadium’s commercial strategy.
Juventus signed an agreement with Sportfive in 2008 for the exclusive marketing of the stadium’s naming rights and other commercial assets. The deal included a €75 million minimum guarantee over 12 seasons beginning in 2011/12.
The stadium officially became the Allianz Stadium on July 1, 2017. The relationship with Allianz was subsequently expanded, with a new agreement covering the period from July 2023 to June 2030.
The latest package is worth €103.1 million and also includes sponsorship rights involving Juventus’ first team training kit and women’s football. Because the publicly disclosed figure does not separate the value of the naming rights from the other assets, the stadium naming-rights contribution is estimated across the relevant financial years.
From football venue to year-round commercial asset
The Allianz Stadium’s financial trajectory illustrates the value of owning and controlling a modern football venue.
Rather than relying solely on matchday income, Juventus has developed the stadium around multiple revenue streams, including Premium hospitality, commercial events, museum and stadium tours, naming rights and, increasingly, concerts.
The club began expanding its programme of major concerts in the 2025/26 season, reinforcing its strategy of increasing stadium utilisation outside the football calendar.
Fifteen years after opening, the numbers underline the scale of the asset. Against an initial investment of around €155 million, the Allianz Stadium has already generated at least €845.81 million in directly attributable revenue, including more than €618 million from Juventus matches.
And because the 2025/26 figure currently covers only the first half of the season, the stadium’s cumulative revenue will rise further once the full-year results are included.