According to Italian media outlet *Calcio e Finanza*, Juventus' Allianz Stadium has become one of the club's most important commercial assets since its opening in 2011. Based on Juventus' official financial reports, direct stadium-related revenue is estimated to have reached at least €845.81 million from the 2011/12 season through the 2024/25 season, plus the first six months of the 2025/26 fiscal year.

Juventus' new stadium was officially inaugurated on September 8, 2011, initially named Juventus Arena, before being renamed Allianz Stadium for sponsorship reasons. The stadium was built on the site of the former Stadio delle Alpi. According to Juventus, the total investment, including the Juventus Museum, was approximately €155 million.

The stadium's first match was a friendly between Juventus and Notts County, with the first official match taking place a few days later. Fifteen years on, the stadium has evolved from merely Juventus' home ground into a significant revenue-generating platform for the club through ticketing, VIP hospitality, commercial events, event operations, and naming rights.

According to *Calcio e Finanza's* calculations, of the €845.81 million in revenue, €618.55 million came from matchdays, accounting for approximately 73% of the total, while the remaining €227.26 million came from other stadium-related revenue, accounting for approximately 27%.

Matchday revenue includes only income from tickets, season tickets, and matchday services generated from Juventus matches actually played at Allianz Stadium, and does not include related revenue from matches played elsewhere.

Juventus has stated that Allianz Stadium currently pursues commercial development through three main channels: matchdays, commercial events, and stadium tours and museum visits. The stadium hosts an average of 25 to 28 matches and approximately 100 commercial events annually, and also has more than 4,000 VIP seats.

Other stadium revenue primarily includes non-matchday commercial activities and naming rights revenue. In 2008, Juventus signed an agreement with Sportfive, entrusting the latter with exclusive responsibility for stadium naming rights and commercial development of certain executive boxes and VIP seating. The agreement ran for 12 seasons starting from the 2011/12 season, with a guaranteed minimum of €75 million.

From July 1, 2017, Juventus Arena was officially renamed Allianz Stadium. In 2020, Juventus and Allianz further expanded their partnership, extending the stadium naming rights through June 30, 2030. The new agreement has a total value of €103.1 million, though this figure also includes sponsorship rights for the first team and women's football kits, so the specific proportion allocated to stadium naming rights has not been separately disclosed.

Based on historical revenue data, total revenue for Allianz Stadium in the 2011/12 season was €37.85 million, with matchday revenue contributing €27.4 million. Revenue then grew steadily, exceeding €70 million for the first time in the 2016/17 season, reaching €71.15 million.

In the 2018/19 season, the season Cristiano Ronaldo joined Juventus, total stadium revenue reached €89.55 million, with matchday revenue of €62.5 million and other stadium revenue of €27.05 million, which remains the highest single-season total revenue in the statistical period.

Subsequently, the COVID-19 pandemic significantly impacted stadium revenue. Total revenue for the 2019/20 season fell to €60.35 million. In the 2020/21 season, due to many matches being played without spectators, total stadium revenue was only €14.17 million, with matchday revenue of just €7.19 million. Revenue rebounded to €36.58 million in the 2021/22 season and has gradually returned to normal since then.

In the 2022/23 season, Allianz Stadium's total revenue reached €58.48 million, increasing to €71.10 million in the 2023/24 season, and further rising to €80.08 million in the 2024/25 season.

Of this, matchday revenue for the 2024/25 season reached €65.4 million, setting a new single-season record for matchday revenue in the statistical period, surpassing the €62.5 million achieved in the 2018/19 season. However, the stadium's total revenue of €80.08 million for that season remained below the €89.55 million figure from the 2018/19 season.

In the first six months of the 2025/26 fiscal year, Juventus generated €29.64 million in matchday revenue, with other stadium revenue reaching €12.21 million, for a total of €41.85 million. Since this figure covers only the first six months, it cannot be directly compared to a full season and does not include data for the second half of the fiscal year.

The current calculated figure of €845.81 million is also relatively conservative, as it does not yet include revenue from the second half of the 2025/26 fiscal year.

In recent years, Juventus has also further developed the non-matchday value of Allianz Stadium. In the 2025/26 season, the stadium will host a large-scale concert for the first time, further demonstrating the club's objective to maximize the venue's utilization throughout the year.

Fifteen years after its inauguration, Allianz Stadium has transformed from a mere football stadium into a significant commercial platform for Juventus. Since 2011, the stadium has generated at least €845.81 million in direct revenue for the club, with more than €618 million coming from home matches.

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