Juventus Museum – A Star-Studded Trip Through the History of Calcio Royalty

With more Serie A titles and Coppa Italia victories than any other side, there is no doubting Juventus’ status as Italy’s biggest and most successful club.

So, when charting their history, there’s a lot to fit in.

Sitting next to the Allianz Stadium, the museum mirrors the ground’s modern feel. While trophies and memorabilia take pride of place at the beginning of the walk through, there is more to it than the Champions League lifted by the late Gianluca Vialli in 1996, Pavel Nedved’s Ballon d’Or and a collection of kits guaranteed to leave even non-Juve fans open-mouthed.

Multimedia plays a major role in the visitor experience, from holograms of Marcello Lippi and Giovanni Trapattoni detailing some of their greatest and most challenging moments in charge of the club, to ‘The Team’ area which features life-sized silhouettes of players, along with an installation that allows visitors to ‘meet’ some.

There are, of course, several videos taking fans back to some of the most iconic days in the club’s history.

The museum, in Italian and English, was expanded a decade ago to broaden its scope past football by including memorabilia from famous athletes who are Juventus fans, such as swimming World and Olympic champion Federica Pellegrini, three-time Alpine ski World Championships medallist Giorgio Rocca and former Formula 1 driver Jean Alesi.

The journey goes through the chronological history of the The Old Lady, from its inception in 1897 right up to the modern day via a series of explainers, pictures and cutouts of players who’ve won the famous stripes down the years. There’s a section dedicated to how they ended up wearing black-and-white stripes in the first place.

There’s a lot to look at. Everything from shirts and boots to trophies, encased in transparent boxes from different eras of the Bianconeri: from the early days through to the era of John Charles, Omar Sivori and Giampiero Boniperti, and the dominant Giovanni Trapattoni reign of the late 1970s and 1980s, into the 1990s, when they were viewed as the measuring stick in Europe.

A new addition to the museum, which is continually evolving, is a Juventus Hall of Fame. This area is reserved for those the club feel rank among the greatest in its history.

Shirts from legends such as Alex Del Piero, Roberto Bettega, Gianluca Vialli, Zinedine Zidane, Roberto Baggio, Gaetano Scirea and others are displayed in a frame, with LED screens showing clips of what they did for the Juve cause to earn their place.

In the middle is a massive screen showcasing triumphs and tragedies, with footage from across the decades, ending with multiple Scudetti appearing from behind the darkness in what is a very smart visual aided by some Hans Zimmer-esque music.

Given the proximity to the stadium, visitors can explore it before or after a game, as it closes 30 minutes before kick-off on matchdays and reopens after the final whistle.

You can also visit the Allianz Stadium while on a tour of the museum, which is open Monday to Friday from 9:30am to 6:30pm, and from 9:30am to 7:30pm on holidays and weekends.

Tickets are €24 for under-14s and €29 for adults when bought online, or €25 and €30 when bought at the ticket office.

If you want to visit just the museum, tickets start at €12 for U14s and Juventus members and €15 for adults.

Juventus Museum – Via Druento, 153/42, 10151 Torino

Monday to Friday: 9:30am – 6:30pm
Holidays and weekends: 9:30am – 7:30pm
Check the official website for times on matchdays.