Andrea Agnelli has predicted a bright future after guiding Juventus to success both on and off the field during his first two years at the helm.
The Bianconeri president, who delivered the closing keynote address to the London Business School’s Global Leadership Summit, outlined the steps taken in order to transform a sports brand.
“When we talk about Juventus it’s a matter of pride,” Agnelli began. “It is one of the most successful football teams and the longest lasting family franchise in the world of sport. My family has overseen 29 title victories since taking control of the club in 1923.”
Agnelli then spoke about the challenges faced and the scale of project required to bring Juventus back to the top since becoming club president.
“It was decided that I would take control and get the club back into our own hands. Since then, we have managed to come out of a two-year bad spell. We knew we had to undergo a complete reconstruction and turn things around. It is important for Juventus to compete at a high level and maintain financial equilibrium.”
The club’s state of the art arena, Juventus Stadium, has played a significant role in this rejuvenation, lifting the team to a historic thirtieth Scudetto success.
“Our former home, the Delle Alpi, was purposely built for the 1990 World Cup and lacked modern facilities. It’s been our priority since 1995 to have our own stadium.
“The capacity is much less when compared to the Delle Alpi, but it represents exactly what we had in mind – the construction of a little jewel.
“This year we’ve had a full house for practically every single game. Juventus Stadium provides a different environment and boasts excellent services, meaning the stadium is alive seven days a week.
“In addition, there’s the Juventus Museum which opened last week, an attraction that covers our 115-year history. Our stadium tours have also been immensely popular and have recently passed the 40,000 visitor barrier.”
The president concluded by considering the future of sport in general in light of the global recession.
“I think the days of big money transfers will be phased out. But the most important element - the fans - will still continue to go to the games. Sport is about dreams and emotions and is a way of escaping the problems of the real world.”
Source: Juventus.com
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