Sports museum · 2012 · Turin, Italy

Juventus Museum (J-Museum)

The Juventus Museum, officially known as the J-Museum, is a sports museum in Turin dedicated to Juventus FC, the most decorated football club in Italy. Opened in 2012 to mark the club’s 115th anniversary, it is integrated into the Allianz Stadium complex and is fully bilingual in Italian and English, offering visitors an immersive journey through more than a century of football history, trophies, and cultural heritage.

At a glance

Type: Sports and club history museum
Period: Opened 2012; club founded 1897
Style: Contemporary interactive museum design
Location: Allianz Stadium, Turin, Piedmont, Italy
Coordinates: 45.1099° N, 7.6429° E

Overview

The J-Museum sits within the Juventus Stadium complex in the Continassa district of Turin, making it one of the few European football museums directly embedded in an active top-flight stadium. The museum covers the entire history of Juventus FC from its foundation in 1897 through to the present day, using trophies, kits, multimedia displays, and interactive installations. A virtual tour experience allows visitors worldwide to explore key areas of the museum in 360°.

History

Juventus Football Club was founded in 1897 by students at the Massimo D’Azeglio school in Turin and became one of the dominant forces in Italian and European football over the following century. The club won its first national championship in 1905 and subsequently accumulated a record number of Serie A titles. The museum was inaugurated on 24 May 2012, the club’s 115th anniversary, by president Andrea Agnelli and museum chairman Paolo Gamberti, coinciding with the opening of the new Juventus Stadium. The project was conceived as a permanent cultural institution to celebrate the club’s identity and preserve its material heritage.

What you see

Inside, visitors move through themed galleries arranged chronologically and thematically, with original match kits, boots, and personal items belonging to legendary players. The trophy room displays Juventus’s extensive collection of domestic and European silverware under dramatic lighting. Interactive screens and archival footage allow visitors to relive iconic match moments, while the virtual tour 360° section extends the experience digitally. The stadium tour, bookable in conjunction with the museum, grants access to the pitch, dugouts, and press areas.

Cultural significance

Juventus holds a unique place in Italian cultural identity, drawing supporters from across Italy and internationally in numbers that rival traditional heritage institutions. The J-Museum is recognised as one of the leading sports museums in Europe, comparable in ambition to the FC Barcelona Museum at Camp Nou and the National Football Museum in Manchester. Its bilingual format reflects the club’s global reach and positions Turin as a destination for cultural tourism beyond its more traditional artistic heritage.

Practical information

Address: Corso Gaetano Scirea 50, 10151 Turin (Torino), Italy
Opening hours: Check official website for current hours and stadium tour schedules
Tickets: Museum-only and combined museum + stadium tour tickets available online
Official website: juventus.com/en/museum

Getting there

The Allianz Stadium is served by Turin Metro Line 1 (Fermi station), which connects directly to the city centre. Bus lines 72 and others stop near the stadium complex. By car, the stadium is accessible via the Turin ring road with dedicated parking on site. From Turin Porta Susa or Porta Nuova railway stations, the metro journey takes approximately 20 minutes.

Sources & resources

Find it on the map

Google Maps See the location on a full map → Street View Walk around the place virtually → OpenStreetMap Free community cartography →

The J-Museum, known in full as the Juventus Museum, is a bilingual multimedia sports-history museum dedicated to the Italian joint stock football club Juventus Football Club, based in the north-western area of the city of Turin. It was inaugurated in 2012 on the occasion of the 115th anniversary of the institutional founding of the Juventus club, one of the oldest in the country as well as the owner of the structure.



One of the main and most advanced sports museums in the world, as well as the only exhibition space in the Eurasian continent - in addition to the House of European Football located in Nyon, Switzerland - where the trophies of the six competitions managed by the &#39;European Union of Football Federations (UEFA), the J-Museum documents the history of Juventus and of city and national football, as well as its role in the history of Turin and Italy together with the most significant events that have occurred in the Peninsula and in the world since late nineteenth century, through the use of new technologies, providing a sports and sociological framework through the history of sport.



The museum also contains a collection of memorabilia, photos, institutional documents and football equipment used by the ancient players who played in Juventus, as well as the trophies won by the first male and female football team of the Turin company.



Affiliated since October 2012 with the Federation of Football Museums, a national organization with the aim of promoting the dissemination of culture in sport, and since February 2016 with the International Council of Museums (ICOM); is the first sports museum in the country by number of visitors (192 105 in 2019), as well as the only one of its kind to be included continuously, from the following two months, in the annual ranking of the hundred most visited sites of interest at national level drawn up by Ministry of Cultural Heritage and Activities and Tourism (MiBACT), establishing itself among the top fifty in an almost stable manner since December 2013.



With a total investment of fifteen million euros for its construction, the building intended to house the museum was built between the autumn of 2011 and the spring of 2012, and was then inaugurated on May 16 of that year by the president of Juventus. , Andrea Agnelli, who on the occasion appointed the journalist Paolo Garimberti as chairman of the structure.



Inserted both in the tour of the Stadium and in the city and regional museum circuit, it was opened to the public for the first time the following day, receiving praise from various authorities such as the president of the Piedmont Region, Roberto Cota, and the regional councilor for culture, Michele Coppola , And, in the following days, by the main authorities of Turin culture.

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Juventus Museum – Virtual Tour 360°