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Juventus Turin launches fan token JUV on the market

Juventus Turin does not shy away from innovation. The club has issued its own fan token, JUV. Fans can use the tokens to have their say at the Italian record champion – in a small way, at least.

Juventus Turin is one of the most traditional and successful clubs in football. And is now one of the first clubs to enter into a partnership with On the platform, sports enthusiasts can also purchase so-called fan tokens in England or Italy. These cryptocurrencies are unique NFTs, “non-fungible tokens,” and allow access to special fan events, voting or fan merchandise.

Juventus issues the fan token

At the beginning of 2017, Juventus Turin unveiled its new crest. The minimalist design is all about digitalization and modernization. The club sees the design as a reinvention, rediscovery of its own identity. Matching the fan tokens on, it pushes them into a digital age. Here, fans can buy the JUV token and, for example, have a say in which design should adorn a fan shirt.

Search for innovation

According to a press release, Giorgio Ricci, responsible for global partnerships at Juventus Turin, says: “Juventus is pleased to welcome as a partner. At the club, we are always very careful and actively look for new innovations and technologies. We believe that together with we can offer new opportunities for our worldwide fans to interact with their favorite club in an innovative way.”

At the club, we are always very careful and actively looking for new innovations and technologies.

Giorgio Ricci, responsible for global partnerships at Juventus Turin

What exactly is $JUV?

Interested parties can purchase the “Juventus Fan Token” (JUV) on, Chiliz or on the Binance platform. Interaction with the club and participation in events runs only on the platform. $JUV is the name of the only official Juventus fan token. Fan tokens are digital assets that never expire. As a fan, you are a member, but you also have the right to vote on official club decisions. Plus, you have unrivaled access to the team and incredible, once-in-a-lifetime experiences.

$JUV: Fan decisions are possible

Juventus uses the app as a platform for fan token holders to have a say in official club decisions. Votes are at the discretion of the club, but the fans’ decision is final. In the past, other clubs’ fan token holders have been able to vote on many things: Shirt designs, bus designs, the official team motto and even the starting eleven.

How many times can I vote?

You can only vote once per poll, but the weight of your vote is determined by the number of fan tokens you own. For example, if you have 10 fan tokens, your vote counts as 10. Each poll is limited to a number of fan tokens set by the club.

Rewards for $JUV holders

Holders of $JUV fan tokens have VIP access to all home games in the league, cup and Europe. Many things are possible, from signed memorabilia to a game with your favorite club legend or a flight with the team to an away game. You can earn fan rewards by taking part in quizzes, games and club decisions in the app.

How many $JUV fan tokens do I need?

Fans can start influencing the team and participating in fan rewards with just one $JUV Fan Token. However, for some unique rewards, fans will need more than one.

Why should I own $JUV?

  • Own a share of your team’s influence
  • Take the wheel and make the right decisions
  • Make your dreams come true with fantastic rewards
  • Join a community of super fans
Juventus fans on a seat at the celebration.
Thousands of Juventus fans celebrate their team.

Examples of fan votes at Juve

  • Goal celebration song: After 8 years, fans have the opportunity to vote for the new goal celebration song in the stadium. Every Juventus goal the team scores at Allianz Stadium is celebrated to the sounds of the song. On the app, fans can choose the song.
  • Choice of the new bus design: the choice of the official team bus is not for everyone. Only for holders of fan tokens. Fans can vote on the official Juventus bus design for the new season.
  • Redesign the Juventus icon: Juventus has asked fans to redesign the J icon. Out of thousands of designs, the best 5 were put to a vote via the Socios app. The design with the most votes was featured on a t-shirt and sold in the club’s official online store. Fans from all over the world put their heart, soul and creativity into redesigning the perfect icon.

The beginnings of the club and first successes

It all began quite humbly on a park bench in the northern Italian city of Turin. On November 1, 1897, some students of the Massimo D’Azeglio High School decided to found a football club. Since they had a classical education at the school, they chose a Latin name. “Juventus” means “youth.” Fitting, since the oldest of the group was just 17 years old.

Juventus first played in pink

At first, the team wore pink and played in the Piazza d’Armi. At the national level, the club made its debut in 1900, and Juve won its first title in 1905 under then-president Alfred Dick. Subsequently, disputes arose within the club. Dick left to found Turin FC. Many good players followed him and thus a few difficult years dawned for Juventus Turin. After the 1st World War the club could celebrate some successes again. The then president Corradino Corradini wrote the anthem of the club.

Edoardo Agnelli becomes Juve president

1923 marks an important year in the history of the club and Italian football. Not only did the legendary goalkeeper Giampiero Combi join the Turin club. They also chose Edoardo Agnelli as president, the son of FIAT’s founder. Since then, Juve’s fortunes have been closely linked to the Agnelli family. In the same year, the club got hold of the player Virginio Rosetta for what was then 50,000 lire. He transferred from US Pro Vercelli, representing the first professional game transfer. In 1926 the team won its second championship title and then five more titles from 1930 to 1935, a period that went down in club history as the “Quinquennio d’Oro” (The Golden Fifth).

The difficult years from 1935 to 1971

Edoardo Agnelli’s tragic accident in 1935 cast dark shadows on the future of the club. He died in an airplane accident. The Second World War only made football life in Italy more difficult. Giovanni Agnelli took over the presidency in 1947. In 1953, he left the office to his brother Umberto. During this period, Juventus Turin managed to win its tenth championship title and its first championship star. The following years, however, were far less marked by success. in 1958, the club suffered its autumnal defeat. It lost 7-0 to Wiener Sport-Club in the first round of the European Cup.

Scandal in 1961

finally, in 1961, a football scandal broke out. Juventus Turin played against Inter Milan on April 16, 1961. It was about the championship. A Milan player hit a post, riots broke out among the spectators and the referee stopped the game. Inter Milan was awarded the victory. Juve protested, there was a replay in which the Juventus youth team competed. They won with a score of 9:1.

The Boniperti era from 1971 to 1990

in 1971, Juventus Turin got a new president in Giampiero Boniperti. Before that, he had been in charge of the club for ten years. Under his direction, Juve won further titles in the 1971/1972 and 1972/1973 championships. The club won the UEFA in 1977 and the Champions League in 1984. this was followed by the 20th national championship title in 1982. The Heysel disaster in 1985 dampened the joy of winning the European Cup. Even after 39 people died, the two teams decided to continue playing.

The development since 1990 until 2001

The Boniperti era ended in 1990, when he handed over the presidency to Vittorio Caissotti di Chiusano. Another UEFA title followed in 1993, but few successes in domestic stadiums. Alessandro Del Piero joined in this era, holding a number of intra-club records to this day. In Italy, he is also known as “Pinturicchio,” named after a painter. He scored many goals from the left side of the penalty area, which commentators dubbed the “Zona Del Piero.

Zinédine Zidane joins the team

zinédine Zidane joined the team in 1996. By 2001, the club had won the Italian championship twice more and the World Cup final in Tokyo in 1996. Then he left the club, which did not prevent Juventus from going public in 2001. This made it the third Italian club to be listed on the Milan Stock Exchange. This was further followed by the construction of a new stadium in Turin.

The wave of scandals: doping and manipulation

in 2004, the court sentenced team doctor Riccardo Agricola to one year and ten months in prison. Reason: doping. It was coach Zdeněk Zeman who had started the proceedings. The players Del Piero, Antonio Conte and Alessio Tacchinardi were the main targets. In the case of the latter, he certified an unusual muscle gain from 1994 to 1998.

The next scandal followed in 2005 and 2006. According to wiretap protocols, Juve manager Luciano Moggi had been talking to various football officials. The goal was allegedly to manipulate the season and thus help the club win. The entire board then resigned and Moggi went to jail for three years. The club continued to lose the championship titles from 2004/2005 and 2005/2006, and had to play in Serie B the next year, starting with 30 minus points.

Recovery and new successes since 2011

It took a few years for Juventus Turin to recover from these setbacks. Antonio Conte as the new coach helped with that. Playing, the club won the championship title in the 2011/2012 season, which they were able to defend the following year. Alessandro Del Piero subsequently left the team after 19 years. Before the 2014 season, the coach Conte also said goodbye. Massimiliano Allegri stepped in for him. At first, the fans were not very pleased, but the successes that soon came silenced them. Christiano Ronaldo, another international heavyweight, played at the club from 2018 to 2021.

Championship title in 2020

in 2019, Maurizio Sarri joined the coaching ranks. His strategy brought a lot of aggression and possession to the club’s style of play. in 2020, the Corona crisis hit Italian football hard. Despite the surreal atmosphere of empty stadiums, Juve managed to win its ninth consecutive Italian championship. In the 2021 season, the club achieved the fourth national place. Juventus Turin had more luck in the Italian Super Cup. The team won against Napoli 2-0 with Cristiano Ronaldo and Morata as scorers.

Thomas Grether

Journalist | Editor | Entrepreneur & Environmental Scientist.
Main focus: Tokenization | Digital Transformation Processes in Companies | Internet and Web Publishing | Environment

Thomas Grether

Journalist | Redakteur | Unternehmer & Umweltwissenschaftler
Schwerpunkte: Tokenisierung | Digitale Transformationsprozesse in Firmen | Internet und Webpublishing | Umwelt