Comolli: Juventus ‘look ahead’ as new project unveiled for 2026 – latest

TURIN, ITALY – SEPTEMBER 16: General view inside the stadium prior to the UEFA Champions League 2025/26 League Phase MD1 match between Juventus and Borussia Dortmund at Juventus Stadium on September 16, 2025 in Turin, Italy. (Photo by Valerio Pennicino/Getty Images)

Juventus directors Damien Comolli and Giorgio Chiellini unveiled a new project involving startups that will collaborate with the club this season: ‘Football and sporting entertainment move quickly.’

Juventus CEO Comolli and Director of Football Strategy Chiellini unveiled a new project at the Allianz Stadium in Turin on Wednesday morning.

Comolli and Chiellini unveil new Juventus project

During the event Forward. In Play – Innovation Takes the Field Juventus presented their ‘Forward Squad’, which consists of a new team of startups that will collaborate with the club this season in various capacities, including the development and storytelling of new projects.

“Football and sporting entertainment move quickly, and we can’t stand still,” Comolli said via Ilbianconero.com.

“We must look ahead, think big regarding football and the entertainment business in the next 15 years. We must not think about now, but what will happen in the next five or ten years and how the fans get to the stadium in five or ten years.”

Chiellini added: “We’re happy to launch an innovation squad. Innovation has been an important part of Juventus since its foundation. We are at the stadium, we were the first club to own one with a vision that went beyond matchdays.”

Chiellini was on the pitch on September 11, 2011, when Juventus played their first competitive match at the Allianz Stadium, beating Parma 4-1.

The former defender would go on to win nine Serie A titles with the Bianconeri under Antonio Conte, Massimiliano Allegri and Maurizio Sarri.

After his retirement, Chiellini returned to Juventus in 2024 as the Head of Football Institutional Relations but was then promoted to Director of Football Strategy last summer.

Chiellini on Juventus’ development on and off the pitch

“We will launch a project that goes beyond sport. Football clubs are not just about what happens on the pitch; they are much more than that,” Chiellini continued.

“You see a variety of startup and we are happy to host a sports startup accelerator at the Juventus Stadium. We are proud to become a local and national point of reference.

“We want to implement something measurable, something truly useful for the club. All the startups have been selected to address everyday challenges, and we are working to support each other and everything around us. This is a launch, a call to share innovation. Our goal is to be a driving force and a catalyst for collaboration toward an increasingly integrated and innovative future.”