The 2026-2027 seasons will mark a new chapter in the evolution of the Allianz Stadium in Turin, Italy, confirming the Serie A team Juventus FC’s commitment to continuing to invest in the development of their home making it increasingly modern, connected and responsive to the needs of the fans.
The Allianz Stadium is preparing to welcome the new season with an even more advanced, digital and integrated offering.
‘juventus.com’ stated that this forward-looking journey builds on the record results achieved in the season just ended.
The Juventus FC, commonly known as Juventus or colloquially as Juve, is a professional football club based in Turin, Piedmont, Italy. They compete in Serie A, the top tier of Italian football.
The 41,689-seat Juventus Stadium, known for sponsorship reasons as the Allianz Stadium since July 2017, sometimes simply known in Italy as the Stadium, is an all-seater football stadium in the Vallette Borough of Turin, Italy, and the home of Juventus FC.
What’s new for the 2026-2027 seasons
Benchmark Hospitality Experience
‘juventus.com’ further stated that the ongoing improvement of the Allianz Stadium will primarily involve increasing the stadium’s capacity with 70 new VIP seats and the new layout of the Tribuna Autorità (the exclusive VIP and institutional seating area reserved for the club executives, the high-ranking football officials, the special guests, and the civil authorities during Juventus matches) designed to optimize space and further enhance an already benchmark hospitality experience thanks to the care of the Da Vittorio Group with whom the partnership was recently renewed.
High-performance Connectivity
The implementation of 5G throughout the Allianz Stadium will also be completed by the end of September: A milestone that will guarantee increasingly stable and high-performance connectivity throughout the matchday experience thus opening up new opportunities for the live fan engagement activities in all areas of the stadium.
Digital Access
The 2026-2027 seasons will be the first with fully digital access. Thanks to the new ticketing system and the introduction of more efficient turnstile readers the Allianz Stadium will become the first Italian stadium with 100 percent digital access: The tickets can be loaded exclusively onto the Allianz Stadium app or wallet/passbook via the Near Field Communication (NFC) technology thus definitively replacing the printed and PDF tickets. This development will make the stadium entry simpler, faster and safer and confirms Juventus’ commitment to combating secondary ticketing and ticket touting, thanks to the increasingly effective and controlled technological solutions.
From 2025-2026 records to a new standard of experience
Events Diversification
The next season’s new features are part of a growth path already demonstrated by the results achieved in 2025-2026, a season that saw the stadium record-breaking attendance surpassing the previous benchmark set in 2018-2019, thanks in part to the diversification of activities and events.
Impressive Attendance
The Allianz Stadium also confirmed impressive attendance figures: In the 2025-2026 Serie A seasons the average attendance was 40,711 with an average occupancy rate of 97.7 percent, rising to 98.9 percent when excluding the away section. The no-show rate was also particularly significant dropping to 7.8 percent: This means that 92.2 percent of the seats were actually occupied, a significant result compared to the figure of over 15 percent recorded in 2018-2019. This improvement was also facilitated by the flexibility granted to the season ticket holders with the option to sell or resell their seats.
Juventus Museum
The Allianz Stadium’s achievements are complemented by those of the Juventus Museum, which, consistently among the 50 most visited museums in Italy, confirms its increasingly central role as a destination capable of sustaining and generating value beyond matchday. This trend also includes the success of the tribute exhibition ‘The Art of a Legend: Alessandro Del Piero (Italian former footballer) Through the Eyes of Creativity’ which attracted over 14,000 visitors during the Christmas holidays alone.
Digital Offering
With these premises the Allianz Stadium is preparing to welcome the new season with an even more advanced, digital and integrated offering: A place where technology, services and Juventus passion continue to meet to define new standards of experience for all the fans.
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