Juventus ditches ‘English-style’ benches at Allianz Stadium

Juventus have abandoned the ‘English-style’ design of benches embedded within the central grandstand and reverted to the traditional ‘Italian-style’ arrangement along the touchline.

Officials expect the reconfiguration to free up 182 coveted seats in the central stand, creating new opportunities for matchday monetization.

A targeted segment of 80 of the best seats will be reserved for Premium spectators, offering exclusive pre- and post-match services, high-end catering, and dedicated access. The remainder is slated for standard ticket holders.

With matchday operations already proving lucrative—making up an estimated 16–21% of total revenue, or between €70–90 million yearly—this renovation further underlines the club’s commitment to optimizing fan experience while balancing financial performance.

The shift to sideline benches reshapes the ambiance within the stadium.

While the Italian-style layout reduces direct interaction between players, coaches, and the central grandstand, it brings the technical area closer to on-field action, enhancing visibility and engagement for the rest of the audience.

In so doing, it promises a cleaner sightline and a more traditional Bundesliga-style bench setup that many fans and commentators associate with classic football intimacy.

Moreover, the change reflects Juventus’ wider vision of the Allianz Stadium as a multi-use “novel generation” venue designed to host not just football matches but concerts, rugby games, and other special events.

The club has been progressively redefining the stadium’s functional economies, seeking year-round utilization and diverse revenue streams without expanding capacity.