Analyst Presentation

London, 9 October 2008

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 Contents

Juventus: 110 years of history

2006/2008: a Company turnaround

Goals and strategies

Economic and financial data at 30/06/08

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 Juventus is…

Juventus is the most famous and successful football

club in Italy…

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… and one of the leading teams in Europe
 Juventus values

Popularity

Leadership Elegance

Prestige Tradition

Reliability Competency

Italianness Efficiency

Class Style

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 Juventus fans in Italy

Market shares

31% 15% 14% 8% 6% 4%

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• Source: CRA – Monitor Calcio 2006/07 – Italian core fans
 Juventus fans in Italy

La Juventus
Juventus is èbydifar
gran
thelunga la più amata
best-loved club insquadra
Italy with
over
in 12con
Italia million fans,
oltre 12 distributed
milioni di tifosi,uniformly
distribuitiacross
in
the country
modo uniforme su tutto il territorio nazionale.

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• Source: CRA – Monitor Calcio 2006/07 – Italian core fans + supporters
 Italy’s best-loved club

The best-loved team in 11 regions, the

second in four and the third in the others

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•Source: CRA – Monitor Calcio 2006/07
 Juventus fans in the world

Figures for each nation:

Total:
173 million

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• Source: SPORT+ MARKT – International Fan Potential 2005 & CRA – Monitor Calcio 2005/06
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 From “B –30” to the top of A in 20 months

Company
New top management
Central role of the BoD and stronger corporate governance
Update of code of ethics
New Company organisation
New organisational procedures
Team
Changes in technical staff tackled and managed
Management of 2006/2007 transfer campaign for
financial balance and competitiveness in future seasons
Investments to confirm champions to win in Serie B and
lay foundations for the future
Serie B 06/07 championship won (starting from 9 point penalty)
Third place in Serie A 07/08 and qualification UCL
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 From “B –30” to the top of A in 20 months

Revenues
Renegotiation and confirmation of TV and sponsor contracts
Innovative new commercial strategy developed
Mediaset option on TV rights for the 2009/2010 season
exercised

Finance
March 2007: mid-term development plan launched
June 2007: success of capital increase of € 104 million,
entirely underwritten, with consequent reduction in
indebtedness and new investment capacity

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 Since June 2006: the signs of change

International authority of the club recognised

For 18 months Juventus represented the Italian clubs on the

board of the G14
Central role in the redefinition of the rules regulating
relations between UEFA, FIFA and clubs (foundation of ECA)

Infrastructures

July 2006: Vinovo training centre opened

July 2007: PEC for the new stadium signed with the City of
Turin
March 2008: launch of the Stadium Project
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 Mission

To be a leading club in Europe and a successful

listed Company

To obtain high and regular sports performance on

the field, developing a sustainable business model

To lead change in football in Italy and to position

Juventus as the benchmark of a modern
Company, close to fans and respectful of the
educational values of sport

To manage the Company with great professionalism

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 Juventus today

A business project with a long-term vision

A professional and motivated organisation

Experienced technical staff, led by Claudio Ranieri, for an

ambitious sports project

A united team, with great champions and outstanding

young players:
- Buffon, Camoranesi, Del Piero, Nedved, Trezeguet, Iaquinta,
Amauri, Chiellini
- Successful development of Molinaro, De Ceglie, Giovinco,
Marchisio

A renewed Scounting sector

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Build the future with the Youth Sector

Figures

17 teams

348 players

62 technical staff

14 young players in senior championships

Over € 5 million invested per year

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 Build the future with the Youth Sector

From focus on results to attention for talents

A unique model for Italian football

A professional, integrated football school, of European standing, to enhance

the technique and athletic abilities of youth players, especially Italians, and
regularly bring new talents into the First Team

Collaboration of the First Team’s technical staff with the Youth Sector
trainers

Willingness of the First Team trainer to show trust in and give space to
talented young players

Preparation shared with the Primavera team

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 Close to fans

Juventus Membership:
- the first online membership project for fans
- the biggest black and white virtual community
- 30,000 members in just 9 months

Juventus Channel:
- channel 231 on SKY
- on air 24 hours a day
- interaction and information for fans
- 40,000 subscribers in 12 months

The stadium sensation:

- a new way of experiencing the games
- family entertainment
- shows and events for spectators
- initiatives with commercial partners 21
 Commercial strategy

Juventus has always been a strongly innovative player in the

sponsorship market.

Thanks to its enormous media coverage and the fan base it can count
on in Italy, Europe and throughout the world, Juventus has outlined a
new commercial strategy, to move into a new marketplace.

As of the 2007/2008 season, Juventus has developed a complete,

exclusive and innovative offering to tackle new “competitors”: no
longer Italian and European football clubs, but major global sports
events (Champions League, World Cup).

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 Commercial strategy

“Less is more”

Limited and select group of national and international

partners to enhance the Juventus brand

Objectives

Higher visibility of partner brands

Increase in average value of contacts
Creation of more stable and lasting relations
More value transferred to partners 23
Stadium Project: the Juventus home

Background

2003: acquisition of 99 year lease from the City of Turin

for € 25 million

2007:
- Development and presentation of the Euro 2012 project
(March)
- PEC for stadium and commercial areas signed with the
City of Turin (July)
- Study of new projects
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- Active and positive collaboration with the City of Turin
Stadium Project: the Juventus home

The Project:

New stadium completed by July 2011

Investment of about € 105 million
Innovative for Italy
Family-friendly facility
High visibility (9 metres to the pitch)
In line with a new idea of football
40,000 seats, 40 sky boxes, 2,850 VIP seats,
4,400 car parks
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Stadium Project: the Juventus home

Sportfive strategic partnership

On 20 March 2008 Juventus and Sportfive Italia S.p.A. (owned

by SPORTFIVE Group, a company of Lagardère Sports Group,
the European leader in the fields of sports rights marketing),
signed a long term strategic partnership with respect to
exclusive naming and partial promotional and sponsorship rights
of the new stadium. On 18 April 2008 Juventus and Sportfive
Italia S.p.A. signed the final agreement.

Sportfive is entitled to exclusively sell the naming right of the

new stadium and to market part of the sky boxes and VIP seats.

The partnership shall last until the twelfth year after the
completion of the construction of the new stadium.

The agreement provides an overall base compensation of € 6.25

million per annum per 12 years, that will be paid to Juventus
during the term of the partnership. The agreement envisages
that a significant part of the payments will be made during the
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construction of the new stadium.
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 Revenues breakdown at 30/06/2008

8.4% 3.5% 6.9%

2007/2008
20.2%
€ 203.7 million

61.0%

TICKET TV RIGHTS AND SPONSORSHIP AND REVENUES OTHER

SALES UEFA UCL COMMERCIAL FROM REVENUES
PLAYERS’
RIGHTS
5.3% 4.2%
22.2%
2006/2007
€ 186.7 million
49.8%
18.5% 28
 Revenues and operating costs

Financial Year Financial Year

€/m
2007/2008 2006/2007

Ticket sales 14.0 7.8

Television and radio rights and media revenues 124.2 93.0
Revenues from sponsorship and advertising 41.2 34.5
Revenues from players' registration rights 17.1 41.5
Other revenues 7.2 9.9
TOTAL REVENUES 203.7 186.7

Purchase of materials, supplies and other consumables (2.4) (3.2)

External services (26.3) (28.4)
Players' wages and technical staff costs (112.7) (95.0)
Other personnel (8.1) (7.9)
Expenses from players' registration rights (2.2) (4.5)
Other costs (22.8) (8.4)
TOTAL OPERATING COSTS (174.5) (147.4)

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 Income Statement

Financial Year Financial Year

€/m
2007/2008 2006/2007

TOTAL REVENUES 203.7 186.7

TOTAL OPERATING COSTS (174.5) (147.4)

Amortisation and write-downs of players' registration rights (32.3) (22.8)

Other amortisation, write-downs and provisions (6.0) (10.0)
Other non recurring revenues and costs (1.3) -

OPERATING INCOME (10.4) 6.5

Financial income 5.1 2.8

Financial expenses (4.2) (5.1)

INCOME/(LOSS) BEFORE TAXES (9.5) 4.2

Current taxes (4.3) (3.8)

Deferred taxes (7.0) (1.3)

NET INCOME/(LOSS) (20.8) 30

(0.9)
 Balance sheet

ASSETS
€/m 30/06/08 30/06/07

Players' registration rights 73.6 53.1

Other intangible assets 16.8 21.8
Land and buildings 18.9 19.3
Other tangible assets 3.1 3.5
Tangible assets in progress 2.9 1.9
Other non-current assets 60.3 48.6
TOTAL NON-CURRENT ASSETS 175.6 148.2

Current financial assets 0.6 7.0

Cash and cash equivalents 28.1 40.5
Other current assets 56.5 51.6
TOTAL CURRENT ASSETS 85.2 99.1

ASSETS HELD FOR SALE - 12.2

TOTAL ASSETS 260.8 259.5 31

 Balance sheet

EQUITY AND LIABILITIES

€/m 30/06/08 30/06/07

Share Capital 20.2 20.2

Reserves 96.0 97.0
Income/(loss) for the year (20.8) (0.9)
SHAREHOLDERS' EQUITY 95.4 116.3

Provisions for risks and charges 17.4 2.9

Bonds and other financial liabilities 15.9 17.2
Other non-current liabilities 55.6 49.9
TOTAL NON-CURRENT LIABILITIES 88.9 70.0

Bonds and other financial liabilities 1.6 1.5

Other current liabilities 74.9 71.7
TOTAL CURRENT LIABILITIES 76.5 73.2

TOTAL EQUITY AND LIABILITIES 260.8 259.5

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