By Andrea Caropreso
Index
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Over the years, Juventus has had to deal with something bigger than sporting ambitions: the budget, which, for various reasons, has increasingly suffered. From the Covid period onwards, the Bianconeri have accumulated continuous losses, culminating in the 2023/24 financial year with a record deficit of €199.2 million, worsening the previous loss of €123.7 million.
2023/24 Budget: the deepest crisis
The 2023/24 budget was the heaviest in Juventus history. The absence from the Champions League impacted revenue by around €90 million, depriving the club of UEFA prizes and most TV rights income. Additional extraordinary costs, initially unforeseen, were added, including the dismissal of Thiago Motta, which weighs around €15 million until the contract expires in 2027 and affected the 30 June 2025 accounts.
| Budget item 2023/24 | Amount (€ mln) |
|---|---|
| Total revenue | 394.6 |
| Commercial revenue | 160.5 |
| TV rights | 99.7 |
| Market capital gains | 22.8 |
| Net profit/loss | -199.2 |
| Net debt | 242.8 |
On the cost side, the wage bill remained significant, despite reductions from the departures of Szczesny, Chiesa, Alex Sandro, and Rabiot. This move freed crucial resources to begin financial recovery and provide breathing room—a generational and policy shift. Out with aging players with unsustainable wages, in with young prospects to build the future. Early results are beginning to show.
2024 Half-Year: first fruits of austerity
The first half of the 2024/25 financial year confirmed the strategy’s effectiveness. Juventus recorded total revenues of €291.6 million, including around €67.4 million from capital gains and €60 million from Champions League and Club World Cup participation.
| Revenue item 1H 2024/25 | Amount (€ mln) |
|---|---|
| Total revenue | 291.6 |
| Capital gains | 67.4 |
| Champions League & Club World Cup | 60 |
| Net profit | 16.9 |
These figures show significant improvement from the previous semester, indicating that the path to a balanced budget is near. Support from Jeep, returning as Juventus’ main sponsor with a four-year €69 million agreement, also provided a boost, signaling further financial stability.
However, Juventus will still face the consequences of the Cristiano Giuntoli era. Technically, the season under Thiago Motta was unsuccessful, leading to his dismissal and impacting the budget. On the transfer market, moves like Alcaraz, Djalo, Kelly, Kolo Muani, and Veiga had only partial returns. Yet, the work of the former Napoli sporting director and CEO Scanavino enabled a wage bill reduction, paving the way toward a balanced budget once official numbers are finalized with shareholders.
Champions, Club World Cup, and Jeep: new Juventus revenues
The return to the Champions League and qualification for the Club World Cup provided Juventus with around €60 million in financial relief, a figure that can grow depending on sporting results. Additionally, the new Jeep partnership adds €4 million for the rest of 2024/25, €19 million for 2025/26, and €23 million for each of the following two years, with potential UEFA-related bonuses.
| Jeep Agreement (€ mln) | 2024/25 | 2025/26 | 2026/27 | 2027/28 |
|---|---|---|---|---|
| Fixed part | 4 | 19 | 23 | 23 |
| UEFA bonus/malus | Expected | Expected | Expected | Expected |
If confirmed, this budget would mark the beginning of the end of an era of sacrifices and open the door to a new, more balanced management phase, where Juventus can plan its future without the pressure of operating at a loss. The arrival of Comolli has reinstated “law and order” in the Bianconeri ranks—financial prudence without sacrificing competitiveness.
By Andrea Caropreso
