Juventus To Acquire J|Hotel In €23 Million Deal

Juventus Football Club has announced plans to take full ownership of the J|Hotel property in Turin, marking another step in the club’s strategy to consolidate its real estate portfolio and strengthen long-term financial efficiency.

In a statement released on 20 March, Juventus confirmed that REAM SGR, which manages the J Village Fund, has accepted the club’s offer to purchase the hotel property for €23 million. The valuation was supported by an independent expert report.

Juventus said bringing both ownership and management of the hotel under one structure would allow for cost optimisation and improved revenue synergies. The club believes this will generate additional value that can be reinvested into its core football operations.

The acquisition would also see Juventus join a select group of European clubs that own all of their key operational assets. These include Allianz Stadium, home to the Juventus Museum, Megastore, and J|Medical facilities, alongside the Continassa headquarters and training centre, the Vinovo training complex, and the Juventus Creator Lab.

According to the club, the combined market value of these properties now significantly exceeds their total acquisition and construction cost, which stood at approximately €220 million as of 31 December 2025.

The transaction is expected to be finalised by mid-May, pending due diligence and the completion of contractual agreements. While Juventus stated it has sufficient funds to complete the purchase outright, it is also considering partial financing options if favourable terms are available.

The move underscores Juventus’ ongoing efforts to diversify revenue streams and build a more integrated business model beyond football operations.

_{Featured Image Credit: Unsplash / Maria Bobrova}