Juventus's history as a commercial asset

Italian Juventus Club has successfully transformed the club's history and facilities into a revenue-generating business asset through its museum, which has been visited by one million people since its opening in 2012, despite the impact of the COVID-19 pandemic on attendance figures. The museum offers a variety of experiences, including displays of trophies, exhibitions, and tours inside the Allianz Stadium, with the club aiming to increase the value of each visit by combining stadium tours with museum entry. This strategy has raised the average expenditure per visitor from 15 to around 30 euros. Since its inception, the museum has welcomed over 190,000 visitors annually before the pandemic. This growth presents an opportunity for the club to leverage its history to boost revenue from ticket sales, sponsorships, and broadcasting rights.

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