Juventus FC: How to win in the digital era?
Case Study

Juventus FC: How to win in the digital era?

24 pages
February 2021
Reference: IMD-7-2264

After a rocky start to the 2020/2021 season of the UEFA Champions League and the Serie A, things were finally getting better for Juventus Football Club in December 2020. The new trainer, Andrea Pirlo, was beginning to prove he was up to the job, leading the team to good results. The latest was the triumphant win against Barcelona FC. In an empty Camp Nou stadium due to COVID-19 restrictions, Juventus made history on 8 December 2020, becoming the first Italian team ever to score three goals against the iconic Spanish team in its home stadium in a UEFA competition. As the end of a disruptive 2020 approached, Andrea Agnelli, president of the club and a member of the family that owned it, pondered the future of Juventus. At home in Italy, the club had become the best on the field and business-wise, but in Europe other clubs were still ahead. Agnelli was keenly aware there were important challenges to address if Juventus was to lead internationally in 2021 and beyond. Which strategic priorities should he focus on to ensure the club would be fit for the future? How could he further diversify the club’s revenue stream in the face of the high uncertainty to be expected going forward? COVID-19 had accelerated the shift to digital. How could Juventus take advantage of the opportunities that emerged post-pandemic?

Learning Objective
  1. Analyze how the COVID-19 pandemic disrupted the global industry of football.
  2. Analyze the extent to which the COVID-19 pandemic has changed the operations of clubs such as Juventus FC.
  3. Explore how digitalization transformed the business of football, pre- and post-pandemic.
  4. Explore strategy in an environment characterized by a high degree of uncertainty associated with the COVID-19 pandemic.
Keywords
Strategy, Digital Disruption, Disruption, COVID-19, Pandemic, Football, Sports, Entertainment
Settings
Italy
Juventus Football Club, Football, Sports, Entertainment
2009-2021
Type
Published Sources
Copyright
© IMD 2021
Language
English
Related material
Teaching note
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre, UK Office

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Fax +44 (0)1234 751125
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

The Case Centre, US office

Babson College

Babson Park, Wellesley MA 02457, USA
Tel +1 781 239 5884
Fax +1 781 239 5885
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Looking for something specific?
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics