No More Paper Tickets: Inside Allianz Stadium's Digital Revolution

A New Era for Allianz Stadium

Juventus keeps modernizing its home. From the new season, Allianz Stadium will become the first stadium in Italy to offer 100% digital access.

Printed and PDF tickets will be discontinued. Match tickets will only be available through the Allianz Stadium app or added to a digital wallet and passbook using NFC technology. No more paper, no more PDFs, no more last-minute scrambles at the turnstiles. Your phone is your ticket.

It is a small change that says a lot about how football is evolving in Italy. While most grounds across the country still rely on traditional ticketing, Juventus is moving first and setting a new standard for the whole of Serie A.

What else is new around the ground

The digital ticket is just the beginning. A whole series of upgrades is coming to improve the matchday experience for every fan walking through the gates.

5G coverage throughout the entire stadium area by the end of September, so sharing moments and checking live stats from your seat finally becomes effortless.

70 new VIP seats added to the hospitality offer, giving more fans the chance to enjoy the match in style.

A new layout for the hospitality area, designed to make the pre-match and half-time experience smoother and more comfortable.

Faster and more efficient turnstiles and ticket scanners, meaning shorter queues and less time spent waiting outside.

New opportunities for live fan engagement during matches, bringing supporters closer to the action even from the stands.

Together, these improvements turn a visit to Allianz Stadium into something that feels closer to a modern entertainment venue than a traditional football ground. For travelling fans used to older stadiums elsewhere in Italy, the difference will be immediately noticeable.

A record-breaking season behind the changes

These upgrades did not come out of nowhere. They follow a record-breaking 2025/26 season, which delivered the highest stadium revenue in Allianz Stadium's history, surpassing the previous record set in 2018/19.

The numbers from Serie A tell the story clearly:

Average attendance: 40,711

Average stadium capacity: 97.7%

Average capacity excluding the away section: 98.9%

92.2% of all available seats were actually occupied

In simple terms, almost every seat was filled almost every week. That kind of consistency is rare in Italian football and it gives the club the confidence to keep investing in the experience it offers fans.

More than football: the Juventus Museum

The growth is not limited to matchdays. The Juventus Museum also recorded impressive numbers, ranking among the 50 most visited museums in Italy.

The exhibition dedicated to Alessandro Del Piero welcomed more than 14,000 visitors during the Christmas period alone, confirming just how strong the emotional bond between the club, its history and its supporters remains.

For visitors planning a trip to Turin, this is a reminder that the Juventus experience does not stop at the 90 minutes on the pitch. The museum is a destination in its own right and a genuine reason to spend an extra afternoon in the city.

What it means for fans travelling to Turin

If you are planning to come to Turin for a Juventus match this season, a few practical things are worth keeping in mind.

First, make sure you have the Allianz Stadium app installed on your phone before you arrive. Your ticket will live there, and you will need it to enter the ground.

Second, the digital system is designed to make life easier, not harder. Faster turnstiles and 5G coverage mean less waiting and a smoother flow from the moment you approach the stadium to the moment you find your seat.

Third, the upgraded hospitality area and the new VIP seats mean there are more ways than ever to experience a Juventus matchday, whether you are coming for the atmosphere of the Curva or for a more relaxed, premium afternoon.

Finally, allow time for the museum. Even if you have been before, the rotating exhibitions and the Del Piero collection make it worth a second visit.

And if you are planning your Juventus trip with Around Turin, you might want to know why thousands of international Juventus fans choose us every season.

A stadium that keeps looking forward

Allianz Stadium was already one of the most modern grounds in Italy when it opened. What makes this new phase different is the direction: Juventus is not just maintaining a good stadium, it is pushing it forward.

Fully digital access, better connectivity, improved hospitality and a museum that competes with the best in the country. For a club that has always tried to represent more than just football in Turin, it is a logical next step.

For the fans who travel from all over the world to stand inside that glowing facade on a matchday evening, the message is simple. The experience you came for just got better, and the stadium that hosts it is only getting started.