Juventus Adds 70 New VIP Seats, New Hospitality Layout at Allianz Stadium
New high-end seats, a redesigned VIP Stand, renewed Da Vittorio partnership, 5G connectivity, and fully digital access headline the stadium upgrades for 2026-27.
Juventus is continuing to expand the premium and technology experience at Allianz Stadium, adding 70 VIP seats and introducing a new layout for its VIP Stand for the 2026-27 season.
The hospitality upgrades are designed to optimize the existing space and increase premium capacity at the Turin stadium. The work also continues Juventus’ relationship with Da Vittorio Group, the Italian restaurant and hospitality company whose partnership with the club was recently renewed.
The Da Vittorio relationship gives Juventus a high-profile culinary partner for its premium program. The group is behind the three-Michelin-starred Da Vittorio restaurant in Brusaporto, Italy, and has worked with Juventus on the hospitality experience at Allianz Stadium.
The 70 additional VIP seats and redesigned hospitality area are part of a wider set of stadium investments following a record 2025-26 season. Allianz Stadium generated its highest-ever revenue last season, surpassing the previous record established in 2018-19. Juventus credited the result in part to diversification of the stadium’s activities and events.
Allianz Stadium also operated near capacity throughout the Serie A season, averaging 40,711 fans per match and 97.7% capacity utilization. That figure increased to 98.9% when the visiting supporters’ section was excluded.
Seat utilization also improved. The stadium’s no-show rate fell to 7.8%, compared with more than 15% in 2018-19, meaning 92.2% of purchased seats were actually occupied. Juventus attributed part of the improvement to increased flexibility for season-ticket holders to transfer or resell their seats.
Technology upgrades will accompany the hospitality changes. By the end of September, Juventus expects to complete the rollout of 5G connectivity throughout the entire Allianz Stadium site, providing more stable, higher-performance connectivity and supporting additional live fan engagement across the venue.
The 2026-27 season will also mark the introduction of 100% digital access, which Juventus says will make Allianz Stadium the first stadium in Italy to operate entirely with digital entry. A new ticketing system and higher-performance turnstile scanners will allow tickets to be loaded exclusively through the Allianz Stadium app or into a digital wallet or passbook using NFC technology. Printed tickets and PDFs will no longer be used.
The investments build on Juventus’ efforts to generate activity at Allianz Stadium beyond Serie A matchdays. The Juventus Museum remains among Italy’s 50 most-visited museums, according to the club, while its recent The Art of a Legend: Alessandro Del Piero Through the Eyes of Creativity exhibition attracted more than 14,000 visitors during the Christmas period alone.
Opened in 2011, Allianz Stadium enters its 16th season with the club adding premium inventory while simultaneously investing in hospitality, connectivity, ticketing, and year-round use.
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