Juventus is embarking on a significant strategic overhaul aimed at restoring the club to its former glory, following a period of financial challenges. Shareholders have approved a crucial capital injection of approximately €100m, earmarked specifically for new player acquisitions, signalling a renewed ambition in the transfer market.
This development comes as new CEO Giovanni Carnevali, who introduced himself to shareholders in June, outlines a comprehensive vision for the club’s future. Carnevali, previously a director at Sassuolo, is tasked with leading Juventus back to greatness through what he describes as a ‘global project’, encompassing both on-field performance and off-field operations.
A New Era Under Carnevali
Addressing the club’s stakeholders, Carnevali emphasised the need for a collective effort to revitalise the Bianconeri. “We need to rediscover our enthusiasm and sense of belonging,” Carnevali stated, as reported by Corriere della Sera. He highlighted the importance of serious commitment, clear ideas, and a strong desire to achieve objectives, noting significant room for improvement across the club’s infrastructure, including the Allianz Stadium, J Medical, and J-Hotel.
The club’s shareholders recently approved the 2025-26 financial statement, which revealed a net loss of approximately €66m. The approved capital injection is expected to play a vital role in addressing this financial landscape while simultaneously strengthening the squad.
Focus on Italian Identity and Youth Development
A cornerstone of Carnevali’s strategy is the re-emphasis on Italian identity within the club and the development of young talent. He stressed the importance of nurturing young Italian players who can eventually progress into the Juventus first team. To support this, Juventus plans to establish a dedicated new scouting department, a move aimed at enhancing talent identification and recruitment.
Carnevali also expressed his belief that Juventus should lead by example, both on and off the pitch, regarding inclusion, respect, environmental sustainability, and community engagement. He urged fans to continue their unwavering support through challenging periods, acknowledging their dedication and emphasising the players’ need to show respect for their followers.
Working alongside Massara and Ottolini, Carnevali’s plan involves a holistic approach, integrating the first team, NextGen squad, and youth sector into a cohesive, competitive, and consistent programme. This strategic direction underscores Juventus’s determination to rebuild and reclaim its position at the pinnacle of Italian and European football.