“A Case-Study of Corporate Turnaround – Juventus FC”

The Business of Sport – Seminar Series

Room G01 – Clore Management Centre, Birkbeck College, Torrington Square, London WC1 7HX

Wednesday 22nd October 2008 at 5:45pm
(For directions click here)

“A Case-Study of Corporate Turnaround – Juventus FC”

Given by:

Andrea Santini, University of Rome Tor Vergata & Consultant, Amsterdam Arena Stadium


In this presentation Andrea Santini will present a case-study of the recent history of Juventus FC, one of Italy’s, and indeed Europe’s, greatest football clubs.

Summer 2006 was a particularly defining moment in the history of the Italian football industry. The “calciopoli” match-fixing scandal saw the relegation of Juventus FC to the Serie B for the first time by way of punishment, a further penalty of 9 points for the following season, and the forfeiture of the club’s last two Serie A championships. A glorious team, founded in 1897, the only team together with AFC Ajax to have won all the most important international club competitions, listed on the Italian stock exchange since 2001, ready to begin the construction of a new stadium, was suddenly relegated in Serie B.

In a country where football is almost a religion – with a large part of the population following daily their favourite team via various media – but on the other hand still not yet a self-sustainable, economically and financially balanced industry – the Juventus FC case study represents an interesting example of company turnaround – with the team able to move from the Serie B to the top of Serie A in only twenty months; as well as an example of the corporate re-structuring process as it has taken place in Italy.


  • Santini, A. & Cherubini, S. “The Italian Football Industry”, in: Chadwick, S. & Hamil, S. (eds.) (2009, forthcoming). Managing football: an international perspective. Reed Elsevier: London.
  • Santini, A. (2005). “Where have all the fans gone?”, Stadia magazine, Issue 39.
  • Cherubini, S. (2003). “Il marketing sportivo”. Analisi, Strategie, Strumenti, Franco Angeli.
  • Balance sheet and other economic and financial reports of Juventus FC, available at the official Juventus website –


Andrea Santini graduated in Business Management at the University of Rome Tor Vergata. Before joining academia he worked for the Philips corporation, communications division, as a Marketing Manager, both in the Netherlands and in Italy.

He is co-ordinator of the Master in Sports Economics and Management at the University of Rome Tor Vergata. He is also lecturer in Sports Management and Business Communication at the same University as well as guest speaker on various courses in marketing and business management.

His main research interests are marketing in the entertainment industry, sports facilities planning and operation and events organisation. He has published various articles and books on these topics.

Andrea also works for the Amsterdam Arena, the operations company of the stadium of the same name located in Amsterdam. He has led various stadium projects and he coordinated the stadium section of the Italian candidature for the UEFA Euro 2012 and for the UEFA Champions League Final 2009, which will be held in Rome. He is currently responsible for the event venue in the Local Event Organising Committee for the UEFA Champions League Final 2009 and is project manager for a leisure based development project in Venice.

Contact Details:

Andrea Santini
Faculty of Economics and Business Management
University of Rome Tor Vergata
Via Columbia 2, 00133 Rome – Italy

For further details on this Seminar Series contact:

Sean Hamil
Department of Management
Birkbeck College
Malet Street

Email: or Tel: 020-7631 6763

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