Column: The Old Lady gets a costly makeover - but may end up looking financially worn

15 July 2019

Photo: Getty Images Juventus are by far the most successful club in Italy with 35 Scudettis. La Scudetto is the Italian championship, which is symbolised on their shirts by a shield (in Italian: Scudetto) embracing the Italian flag.

Juventus are getting a makeover to win the Champions League. The club have always been leading innovators in Italy in terms of commercial development.

The Ajax wonder kid, Matthijs de Ligt, and Maurizio Sarri look like the latest deals in this makeover. But despite massive commercial growth, Juventus can’t keep pace with their biggest European rivals.

The Old Lady may breach her budget to finance this makeover. In two months the annual report will be published and reveal whether the club are on the verge of breaching UEFA’s Financial Fair Play rules.

Brian Bødker

Juventus are Italy’s most followed football club, which has led to the beautiful monikers: La Vecchia Signora (the Old Lady), and La Fidanzata d´Italia (the Girlfriend of Italy). 

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