The Juventus Hotel Where Fans Can Live Like Players

Juventus are used to sitting ahead of their rivals when it comes to modernisation.

They opened a shiny new stadium in 2011 to chart a different path through a country full of the big, bowl-like structures that global audiences fell in love with during Italia 90.

The Stadio delle Alpi was one such ground and Juve built their new home on the same site. Just a few hundred metres from there, they opened the J Hotel in 2019, becoming the first football club in Italy to make such a move.

The four-star hotel was built for the club and its fans. A selection of rooms are kept for the men’s senior team before away games, and with Continassa – their training facility – close to the stadium, the team bus leaves from right outside the hotel before home fixtures.

Of the 138 rooms, 106 are available to the public, split into five types – comfort, deluxe, executive, JExecutive and suite. The other 32 are held for Juve’s players and staff.

Destination Calcio spent time there earlier this year, on the weekend Juventus fought out a 2-2 draw with Lazio.

Fans from all over Italy had come to stay, able to enjoy the stylish mix of a deep calcio connection while still surrounded by a normal hotel aesthetic. Shirts, pictures, boots and trophies from the club’s illustrious history are on display in the lobby, yet it remains sleek with modern decor and amenities.

A classic double room, at around €200 per night, was furnished with photographs of Michel Platini and Pavel Nedved.

The bar is full of Juve fans on most matchdays, and not just Italians – supporters from countries such as Switzerland, the Netherlands, Australia, Argentina, Brazil and China have been known to check in.

There’s an energy in the air. It’s not chaotic, more buzzing but chilled. 

In 2021 the club took total control of the hotel by buying the remaining share from Lindbergh. The stadium, museum, Area12 shopping centre, international school and the hotel are light years ahead of anything else in the country. 

With Juventus owning the land in and around the stadium, all of the profit goes directly to the club. According to the latest Deloitte Football Money League report, Juve earned around €5million from non-matchday activities in 2024-25, while the museum brings in a further €3m. 

With it’s location near the airport, the hotel is the ideal place to stay if visiting Turin to see The Old Lady for a short stay. The facilities are superb, the staff friendly and attentive, and everything is modern. 

Besides, if you’re a Juventino, would you really want to stay anywhere else?