An exclusive restaurant, the final of a controversial competition, concerts and rugby. Juventus are determined to turn Allianz Stadium into a "new generation stadium". "We are not working on increasing the capacity of the stadium, but we are thinking about evolution," says a member of the Old Lady's board.

More events = more revenue

Previous generation stadiums have not changed for decades. The new generation stadiums will have to be adapted because the audience is changing, said Francesco Gianello, Juventus' director of facilities management, as quoted by Calcio e Finanza.

As he explained, the Old Lady is not thinking of expanding Allianz Stadium, but of changing its profile. This season, in addition to Juve's games, the stadium has been the scene of a rugby match and the Kings World Cup Nations final, which combines football with rules straight from computer games, and influencers with professional footballers, causing considerable controversy. In addition, the stadium is home to an exclusive restaurant that has been awarded the highest culinary accolade - three Michelin stars.

We are also thinking about the possibility of hosting concerts, revealed Gianello. Like many other modern stadiums, Allianz Stadium is moving towards a multifunctional arena, open all year round, aiming to maximise revenue and optimise costs. However, as Gianello assures, without compromising the quality of the stadium and its core function of football.

© Marco Villa