Juventus: towards sustainability in football


Support Juventus Football Club in developing a structured approach to sustainability, defining its relevance to the company’s future business challenges and taking into full account the broad social implications of football in society, both in Italy and the wider world. Initiate annual sustainability reporting according to the Global Reporting Initiative’s new guidelines (GRI G4).


Our work

  • Thematic workshops & leadership training
  • Sector benchmark & mapping of critical issues
  • Stakeholder engagement
  • Internal interviews and external perception audit
  • Materiality matrix
  • Data collection
  • Report Zero (internal) and Report One (public): communications strategy, content writing and supervision of graphic design and English translation
  • “Materiality Matters” check with the Global Reporting Initiative



Juventus published its first sustainability report at its shareholders’ meeting in October 2014, becoming one of a handful of clubs worldwide to do so according to GRI guidelines and the first to receive the “Materiality Matters” check from the GRI. The document was built around 10 chapters, corresponding to the 10 most important issues raised by a panel of stakeholders, including fans, investors, institutions, sponsors and suppliers. The strategy behind the report is also directly aligned with the company’s future business priorities.


The Juventus report won the Gold trophy at the UK’s Corporate & Financial Awards 2015 for the Best Printed Report in the International category and was described by the jury as “outstanding.”


Juventus’ first sustainability report


Update 2015: from reporting to strategy


Our work continued through 2015 with an extended round of stakeholder engagement undertaken to guide Juventus in drawing up a structured and long-term strategy on sustainability issues. The engagement involved:

  • 17 internal interviews with senior management
  • 10 interviews with national and international experts from the world of football and sport
  • opinions of Juventus supporters and stakeholders
  • A supporter questionnaire which received over 1,200 responses internationally
  • A survey of 61 professional stakeholders (suppliers, shareholders, sponsors, journalists, institutions, partners)

This result of this work was a strategy divided into four areas: Matchday, Players, Communities & the Business of Sport. The progress the club is making in these areas, as well as the engagement process, was described in its second Sustainability Report, presented at the shareholders’ meeting in October 2015.


Juventus’ second sustainability report

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