Juventus Unveils Redesigned ‘Gallery of Captains’ as Part of Stadium Tour Modernisation Strategy.

Roger Hampel

Image: Juventus

Juventus has introduced a redesigned version of its “Gallery of Captains,” a curated space inside the Allianz Stadium complex dedicated to the club’s historic leaders. The updated gallery forms part of the broader evolution of Juventus’ Museum & Stadium Tour, a key component of the club’s visitor-experience business model and one of its most consistent non-matchday revenue streams.

The new gallery brings together visual storytelling, historical materials and a modern design approach intended to deepen the connection between Juventus’ heritage and both players and fans.

A Strategic Upgrade Within Juventus’ Stadium Experience Offering

Located along the internal route players walk before entering the pitch, the redesigned Gallery of Captains serves as a symbolic transition space — part motivational tunnel, part historical exhibition. While its primary function is connected to the first team’s pre-match routine, the club has now opened the space to the public as part of its tour infrastructure.

This dual purpose reflects an industry trend: European clubs increasingly optimise stadium interiors to serve both elite-performance use cases and commercial visitor pathways, maximising the utility of high-value real estate within the venue.

Leveraging Leadership Heritage as a Brand Asset

The gallery highlights Juventus captains across generations, focusing on themes such as leadership, identity and responsibility. Rather than functioning purely as a memorial display, the redesigned space uses lighting, visual narratives and spatial sequencing to create an immersive environment.

For players, Juventus frames the gallery as a zone of focus before matches; for visitors, it becomes an access point to the emotional and cultural architecture of the club. In commercial terms, Juventus strengthens the museum experience by merging heritage with premium fan engagement — a model increasingly visible across modern stadiums.