Turin – The 250 million pit was expected and expected in Juventus, given that the 2021-22 budget is still suffering from the impact of Covid, as the stadiums reopened only partially at the end of the season, and from the expenses of previous transfer campaigns, to begin with the remaining costs of Cristiano Ronaldo. Since the summer of 2021, with the arrival of Maurizio Arrivabene as CEO, Juventus has launched a new cycle based on spending review and working on sustainability. Our motto is to cut costs, as well as obviously increase revenues, but things in this aspect are slower due to the global crisis imposed by the war and the energy crisis.
80% of Juventus’ expenses relate to player amortization and the amount of wages: the new management focused on these two points with the aim of reducing losses by 50% in 2022-23, to reach the acceptable red level (ie less than 10 million euros.) in 2023-24 and possibly 2024-25 to return to breathing. This does not mean abandoning the purchase of big players: champions will continue to be bought, but along with champions it is necessary to raise boys from the nursery (it is the project of the second team, or the next generation), which costs nothing (in fact, the club earns from their sale) and has a salary More affordable, with a guarantee of a high technical level if they want to move to the first team.
Another margin to work on is the middle class, or those backup players who have incurred heavy costs in past seasons: there have been games where the seat – as gross salaries – weighs in at more than 50 million. Just think of Ramsey (10.5 million total) or Bernardeschi (7.6), two of the Bianconeri who left in the summer. And in the past two months, a turning point has occurred with the wage cut: the salaries of newcomers total 56 million, but Juventus saved 76 million from the players they sold. In total, Massimiliano Allegri’s team earned a total salary of 158 million, down about 20 million compared to last year. Obvious repercussions of the new cycle were reflected in the weight of the players registered with Juventus on the balance sheet: after the closure of the summer transfer market there were -33 million compared to the start of the 2021/22 season. The club’s squad currently costs (below the interventions in the January market) just over 278 million, a clear drop compared to 311 million last season.
In terms of revenue, the first item that will return to growth this season will be the stadium component. In 2018-2019, the last year in the pre-pandemic period, stadium revenue was 83 million, 62.5 million related to matches and 20.8 million related to overtime. Their number dropped to 54 million in 2019-20, when facilities closed at the end of February 2020 due to Covid, and last season the impact of the Allianz Stadium was only 7.1 million. The full reopening of the stadium, especially in Champions League matches that guarantee fatigue, such as the big matches in the Italian League, as well as the return of subscribers, will make it possible to restore the ground and increase the turnover. Then, of course, the focus will also be on promotion and marketing: the goal of the US tour was also to influence the American world in order to increase brand visibility and value. The revenue increase also has value on the parameters of the new UEFA rules which will limit the 2025-26 season the possibility of spending to 70% of the amount collected.