Juventus Stadium Increasingly Empty During Downturn

The declining trajectory of Juventus in recent years has been manifest not only on the pitch but also on the stands of the Stadium, which have been less and less populated. The Bianconeri tried to take the club to the next level by acquiring Cristiano Ronaldo in 2018 and then firing Massimiliano Allegri to appoint Maurizio Sarri to provide a better product on the pitch the following year, but it didn’t work out.

As La Gazzetta dello Sport informs, the game-day revenues peaked in the first season of the Portuguese ace, breaking the €70M threshold. They had grown steadily compared to when the arena opened in 2011. Then the COVID-19 pandemic hit, plus the trophies stopped coming. The enthusiasm of the fans visibly abated.

The Juventus Stadium generated €32.3M in the past season, which was still partly affected by the sanitary restrictions. The current one hasn’t gotten off to a great start. While other teams like Roma, Milan, and Inter routinely fill arenas to the brim, the empty seats have been noticeable in the early matches of the Old Lady.

There was a packed house only in the two first fixtures against Sassuolo and the Giallorossi. Instead, the spectators were 35k versus Spezia and 1k less in the loss to Benfica. The team registered just over 20k season ticket holders for the current campaign, more than 7k less than in the 2019/2020 one.

The Juventus Stadium used to be constantly sold out during the long Scudetto winning streak. To the point that some complained about the fact that it holds 41k seats. But the average attendance is 37k now. The prices are the richest in Italy, but the club isn’t planning to reduce them.

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