With the arrival of 2019, the current Italian champions are not slowing down. This time, it’s not their undisputed footballing results making the headlines, but something else: the club from Corso Galileo Ferraris can add another record, if such a thing can be called a record, to its trophy cabinet. With the revision of the most significant index on the Italian Stock Exchange, the FTSE MIB, which includes the shares of the 40 largest Italian companies by market capitalization (commonly referred to as “Blue Chips”), from December 27, 2018, Juventus’ stock will replace Mediaset’s stock in this benchmark, which is seen as the main representative of Piazza Affari.
Juventus Football Club S.p.A, which was already listed in the smaller FTSE ITALIA MID CAP segment, will now move to the FTSE MIB in what can be considered a “promotion” to the financial spotlight. This shift is another success, not in the strictly footballing sense but in the business realm. It is well known that football results are closely linked to business results, but the club’s managerial activity and strategy have become a case study in numerous business schools, thanks to a qualified and far-sighted management team with a fundamental strategic orientation that has become the motto of the Juventus world: “Winning is not important, it’s the only thing that matters.”
Another consideration to make is about the stock’s general performance in recent months: the effect of Cristiano Ronaldo (both positive and negative), the corporate and governance restructuring (with the unclear departure of the successful General Manager Giuseppe Marotta), and the subsequent admission to the FTSE MIB have all caused the stock to fluctuate.
What criteria were analyzed to gain admission? The analysis focused on the company’s market capitalization (currently close to €1.2 billion) and the stock’s trading volume.
Admission to the FTSE MIB allows the club to achieve significant visibility and recognition in the financial world, attracting the attention of large investors. Notably, the famous American investment bank Merrill Lynch recently acquired a 1.55% stake in the club. Another recent piece of news comes from Banca Imi, which upgraded its rating of Juventus’ stock from “Hold” to “Buy.” In other words, the previous advice to hold the stock has now shifted to a recommendation to buy it.
Will Juventus be able to maintain its position in the financial Olympus? Or will it be just a brief chapter in the history of this 121-year-old great club?
BOCCONI STUDENTS FOR SPORT MANAGEMENT 
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