Juventus confirm ‘new chapter’ as Allianz Stadium undergoes major 2026/27 revamp

Juventus have unveiled a series of upgrades to the Allianz Stadium ahead of the 2026/27 season as the club continues to improve its home.

The changes include new hospitality facilities, 5G connectivity and a fully digital ticketing system as Juventus targets an even better matchday experience.

Here's what has been done at the Allianz Stadium this off-season

The Serie A giants have increased the Allianz Stadium's hospitality capacity ahead of the new season, with 70 new VIP seats added alongside a new layout for the Autorita Stand.

The work has been completed in partnership with the Da Vittorio group, whose relationship with Juventus has recently been renewed.

The stadium is also set to become fully connected, with the rollout of 5G expected to be completed by the end of September. Juventus believe this will create new opportunities for live fan engagement throughout the venue.

Another major change will be the introduction of fully digital access.

New ticketing technology and upgraded turnstiles will make the Allianz Stadium the first stadium in Italy to offer 100% digital entry, which the club says will make access faster and safer while helping combat ticket touting.

The changes follow a record-breaking 2025/26 campaign for the venue, which generated its highest-ever revenue. Average Serie A attendance stood at 40,711, representing 97.7% occupancy.

Juventus also reported a significant reduction in the no-show rate, which fell to 7.8% from more than 15% in 2018/19, helped by season-ticket holders being able to resell their seats.

Beyond football, the Juventus Museum continues to attract significant numbers, while exhibitions such as the Alessandro Del Piero tribute attracted more than 14,000 visitors during the Christmas period alone.

FGG says: Juventus are making the most of their stadium

This is a good example of how a modern stadium can continue evolving long after it opens.

Juventus are not simply adding seats and hospitality areas; they are using technology, events and the museum to make the Allianz Stadium a genuine year-round destination.