From last season’s numbers to a new fan experience: the Allianz Stadium continues to reinvent itself | OneFootball

The 2026/27 season will mark a new chapter in the evolution of the Allianz Stadium, confirming Juventus’ commitment to continuing to invest in the development of its home ground, making it ever more modern, connected and attuned to the needs of the fans. This is a journey that looks to the future, building on the record-breaking results achieved in the 2025/26 season.

What’s new for the 2026/27 season?

The ongoing improvement of the stadium will focus primarily on increasing the capacity, with 70 new VIP seats, and on the new layout of the VIP Stand, designed to optimise space and further enhance a hospitality experience that is already a benchmark – thanks in part to the expertise of the Da Vittorio group, whose partnership has recently been renewed.

By the end of September, the roll-out of 5G across the entire Allianz Stadium site will also be completed: a milestone that will ensure increasingly stable and high-performance connectivity throughout the match-day experience, opening up new opportunities for live fan engagement activities in all sections of the stadium.

The 2026/27 season will be the first to feature fully digital access. Thanks to the new ticketing system and the introduction of high-performance turnstile scanners, the Allianz Stadium will become the first Italian stadium with 100 per cent digital access: tickets can be loaded exclusively onto the Allianz Stadium app or onto a wallet/passbook via NFC technology, marking the definitive end of printed tickets and PDFs. This development will make entry to the stadium simpler, quicker and safer, and confirms Juventus’ commitment to combating the secondary ticket market and ticket touting, thanks to increasingly effective and tightly controlled technological solutions.

From the 2025/26 records to a new standard of experience

The new developments for the coming season form part of a growth trajectory already demonstrated by the results achieved in 2025/26, a season which saw the stadium’s highest-ever takings, surpassing even the previous record set in the 2018/19 season, thanks in part to the diversification of activities and events. 

In terms of attendance figures, the Allianz Stadium also posted impressive results: during the 2025/26 Serie A season, the average attendance was 40,711, with an average capacity utilisation rate of 97.7 per cent, rising to 98.9 per cent when the away section is excluded. The figure for no-shows was also particularly significant, falling to 7.8 per cent: this means that 92.2 per cent of seats were actually occupied, a highly commendable result when compared with the figure of over 15 per cent recorded in 2018/19. This improvement was also facilitated by the flexibility granted to season-ticket holders, who were able to transfer or resell their seats.

These figures are complemented by those from the Juventus Museum, which – consistently ranked amongst Italy’s 50 most visited museums – confirms its increasingly central role as a destination capable of thriving and generating value even beyond matchdays. This success is further underscored by the popularity of the tribute exhibition “The Art of a Legend: Alessandro Del Piero Through the Eyes of Creativity”, which attracted over 14,000 visitors during the Christmas period alone.

Against this backdrop, the Allianz Stadium is preparing to welcome the new season with an even more advanced, digital and integrated offering: a place where technology, services and Bianconeri passion continue to come together to set new standards for the fan experience.

Gallery | The Allianz Stadium continues to be renovated