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Analyst PresentationLondon, 9 October 2008

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Disclaimer

This document has been prepared by Juventus Football Club S.p.A. (the “Company”) solely for use at the analyst presentation promoted and organised by Borsa Italiana S.p.A. (the Italian Stock Exchange) and held on 9 October 2008 in the context of the event “STAR Conference 2008, London” promoted and organised by Borsa Italiana S.p.A.. Neither this presentation nor any part or copy of it may be transmitted into the United States or distributed, directly or indirectly, in the United States, Australia, Canada or Japan or any other jurisdiction where distribution of this presentation and of any information contained in it may be restricted by law. Persons into whose possession this document comes should inform themselves about, and observe, any such restrictions.This document is not intended for potential investors and is not to be used or considered as an offer to purchase or subscribe for, or a solicitation of any offer to purchase or subscribe for, any securities, nor shall it or any part of it or the fact of its distribution form the basis of, or be relied on in connection with, any contract or investment decision. This document has been prepared separately from any proposed offering of securities and as such information in this document has been reviewed and approved by the Company.The securities of the Company have not been, and will not be, registered under the United States Securities Act of 1933, as amended (the “Securities Act”), or under the corresponding rules and regulations applicable in Canada, Japan, Australia or in any other jurisdiction where an offer is unlawful absent exemption or authorization by the competent authorities and may not be offered orsold to any national, resident or citizen of the United States, Canada, Australia, Japan or any other country where an offer is unlawful absent exemption or authorization by the competent authorities. This document constitutes neither an offer of securities in Italy pursuant to art. 1, (t) of the Legislative Decree n. 58 of 24 February 1998, as amended, nor an offer of securities for sale in the United States and in any other jurisdiction. No reliance may be placed for any purposes whatsoever on the information contained in this document, or any other material discussed in the context of the presentation of such material, or on its completeness, accuracy or fairness. The information contained in this document has not been independently verified and no representation or warranty, express or implied, is made orgiven by or on behalf of the Company or any of its members, directors, officers or employees or any other person as to the accuracy, completeness or fairness of the information or opinions contained in this document or any other material discussed in the context of the presentation of this document. None of the Company, nor any of its respective members, directors, officers or employees nor any other person accepts any liability whatsoever for any loss howsoever arising from any use of this document or its contents or otherwise arising in connection therewith.The information and opinions contained in this presentation are provided as at the date of this presentation and are subject to change without notice. Attendees at this presentation must be aware that the information provided may be dated and not current information. No person is under any obligation to update or keep current the information contained in this presentation.This document is strictly confidential and may not be reproduced, distributed to any other person or published, in whole or in part, for any purpose.By attending this presentation and/or accepting this document you acknowledge and agree to be bound by the foregoing limitations.

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Contents

Juventus: 110 years of history

2006/2008: a Company turnaround

Economic and financial data at 30/06/08

Goals and strategies

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Juventus is the most famous and successful football club in Italy…

… and one of the leading teams in Europe

Juventus is…

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Juventus values

EleganceLeadership

Tradition

Style

Prestige

EfficiencyItalianness

Popularity

CompetencyReliability

Class

8• Source: CRA – Monitor Calcio 2006/07 – Italian core fans

31% 15% 14% 8% 6% 4%

Juventus fans in Italy

Market shares

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Juventus fans in Italy

La Juventus è di gran lunga la più amata squadra in Italia con oltre 12 milioni di tifosi, distribuiti in modo uniforme su tutto il territorio nazionale.

• Source: CRA – Monitor Calcio 2006/07 – Italian core fans + supporters

Juventus is by far the best-loved club in Italy withover 12 million fans, distributed uniformly acrossthe country

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Italy’s best-loved club

•Source: CRA – Monitor Calcio 2006/07

The best-loved team in 11 regions, the second in four and the third in the others

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Figures for each nation:

• Source: SPORT+ MARKT – International Fan Potential 2005 & CRA – Monitor Calcio 2005/06

Juventus fans in the world

Total:173 million

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Company

New top managementCentral role of the BoD and stronger corporate governanceUpdate of code of ethicsNew Company organisationNew organisational procedures

Team

Changes in technical staff tackled and managedManagement of 2006/2007 transfer campaign forfinancial balance and competitiveness in future seasonsInvestments to confirm champions to win in Serie B and lay foundations for the futureSerie B 06/07 championship won (starting from 9 point penalty) Third place in Serie A 07/08 and qualification UCL

From “B –30” to the top of A in 20 months

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From “B –30” to the top of A in 20 months

Revenues

Renegotiation and confirmation of TV and sponsor contracts

Innovative new commercial strategy developed

Mediaset option on TV rights for the 2009/2010 season

exercised

Finance

March 2007: mid-term development plan launched

June 2007: success of capital increase of € 104 million,

entirely underwritten, with consequent reduction in

indebtedness and new investment capacity

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Since June 2006: the signs of change

International authority of the club recognised

For 18 months Juventus represented the Italian clubs on the board of the G14Central role in the redefinition of the rules regulatingrelations between UEFA, FIFA and clubs (foundation of ECA)

Infrastructures

July 2006: Vinovo training centre openedJuly 2007: PEC for the new stadium signed with the City of TurinMarch 2008: launch of the Stadium Project

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Mission

To be a leading club in Europe and a successful listed Company

To obtain high and regular sports performance on the field, developing a sustainable business model

To lead change in football in Italy and to position Juventus as the benchmark of a modernCompany, close to fans and respectful of the educational values of sport

To manage the Company with great professionalism

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Juventus today

A business project with a long-term vision

A professional and motivated organisation

Experienced technical staff, led by Claudio Ranieri, for anambitious sports project

A united team, with great champions and outstandingyoung players:

- Buffon, Camoranesi, Del Piero, Nedved, Trezeguet, Iaquinta,Amauri, Chiellini

- Successful development of Molinaro, De Ceglie, Giovinco, Marchisio

A renewed Scounting sector

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Build the future with the Youth Sector

Over € 5 million invested per year

14 young players in senior championships

62 technical staff

348 players

17 teams

Figures

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Build the future with the Youth Sector

From focus on results to attention for talents

A unique model for Italian football

A professional, integrated football school, of European standing, to enhancethe technique and athletic abilities of youth players, especially Italians, and regularly bring new talents into the First Team

Collaboration of the First Team’s technical staff with the Youth Sector trainers

Willingness of the First Team trainer to show trust in and give space totalented young players

Preparation shared with the Primavera team

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Close to fans

Juventus Membership:- the first online membership project for fans- the biggest black and white virtual community - 30,000 members in just 9 months

The stadium sensation:- a new way of experiencing the games- family entertainment- shows and events for spectators- initiatives with commercial partners

Juventus Channel:- channel 231 on SKY- on air 24 hours a day- interaction and information for fans- 40,000 subscribers in 12 months

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Commercial strategy

Juventus has always been a strongly innovative player in the sponsorship market.

Thanks to its enormous media coverage and the fan base it can counton in Italy, Europe and throughout the world, Juventus has outlined a new commercial strategy, to move into a new marketplace.

As of the 2007/2008 season, Juventus has developed a complete, exclusive and innovative offering to tackle new “competitors”: no longer Italian and European football clubs, but major global sportsevents (Champions League, World Cup).

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Commercial strategy

“Less is more”

Limited and select group of national and international

partners to enhance the Juventus brand

Higher visibility of partner brands

Increase in average value of contacts

Creation of more stable and lasting relations

More value transferred to partners

Objectives

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Stadium Project: the Juventus home

Background

2003: acquisition of 99 year lease from the City of Turin

for € 25 million

2007:

- Development and presentation of the Euro 2012 project

(March)

- PEC for stadium and commercial areas signed with the

City of Turin (July)

- Study of new projects

- Active and positive collaboration with the City of Turin

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Stadium Project: the Juventus home

The Project:

New stadium completed by July 2011

Investment of about € 105 million

Innovative for Italy

Family-friendly facility

High visibility (9 metres to the pitch)

In line with a new idea of football

40,000 seats, 40 sky boxes, 2,850 VIP seats,

4,400 car parks

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Stadium Project: the Juventus home

Sportfive strategic partnership

On 20 March 2008 Juventus and Sportfive Italia S.p.A. (owned by SPORTFIVE Group, a company of Lagardère Sports Group, the European leader in the fields of sports rights marketing), signed a long term strategic partnership with respect to exclusive naming and partial promotional and sponsorship rights of the new stadium. On 18 April 2008 Juventus and SportfiveItalia S.p.A. signed the final agreement.

Sportfive is entitled to exclusively sell the naming right of the new stadium and to market part of the sky boxes and VIP seats.

The partnership shall last until the twelfth year after the completion of the construction of the new stadium.

The agreement provides an overall base compensation of € 6.25 million per annum per 12 years, that will be paid to Juventus during the term of the partnership. The agreement envisages that a significant part of the payments will be made during the construction of the new stadium.

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Revenues breakdown at 30/06/2008

TV RIGHTS AND UEFA UCL

TICKET SALES

SPONSORSHIP AND COMMERCIAL

OTHER REVENUES

2007/2008

€ 203.7 million

REVENUES FROM PLAYERS’RIGHTS

2006/2007

€ 186.7 million49.8%

18.5%

22.2%5.3% 4.2%

61.0%

20.2%

8.4% 3.5% 6.9%

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Revenues and operating costs

€/mFinancial Year

2007/2008Financial Year

2006/2007

Ticket sales 14.0 7.8Television and radio rights and media revenues 124.2 93.0Revenues from sponsorship and advertising 41.2 34.5Revenues from players' registration rights 17.1 41.5Other revenues 7.2 9.9TOTAL REVENUES 203.7 186.7

Purchase of materials, supplies and other consumables (2.4) (3.2)External services (26.3) (28.4)Players' wages and technical staff costs (112.7) (95.0)Other personnel (8.1) (7.9)Expenses from players' registration rights (2.2) (4.5)Other costs (22.8) (8.4)TOTAL OPERATING COSTS (174.5) (147.4)

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Income Statement

€/mFinancial Year

2007/2008Financial Year

2006/2007

TOTAL REVENUES 203.7 186.7

TOTAL OPERATING COSTS (174.5) (147.4)

Amortisation and write-downs of players' registration rights (32.3) (22.8)Other amortisation, write-downs and provisions (6.0) (10.0)Other non recurring revenues and costs (1.3) -

OPERATING INCOME (10.4) 6.5

Financial income 5.1 2.8Financial expenses (4.2) (5.1)

INCOME/(LOSS) BEFORE TAXES (9.5) 4.2

Current taxes (4.3) (3.8)Deferred taxes (7.0) (1.3)

NET INCOME/(LOSS) (20.8) (0.9)

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Balance sheet

ASSETS€/m 30/06/08 30/06/07

Players' registration rights 73.6 53.1Other intangible assets 16.8 21.8Land and buildings 18.9 19.3Other tangible assets 3.1 3.5Tangible assets in progress 2.9 1.9Other non-current assets 60.3 48.6TOTAL NON-CURRENT ASSETS 175.6 148.2

Current financial assets 0.6 7.0Cash and cash equivalents 28.1 40.5Other current assets 56.5 51.6TOTAL CURRENT ASSETS 85.2 99.1

ASSETS HELD FOR SALE - 12.2

TOTAL ASSETS 260.8 259.5

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Balance sheet

EQUITY AND LIABILITIES€/m 30/06/08 30/06/07

Share Capital 20.2 20.2Reserves 96.0 97.0Income/(loss) for the year (20.8) (0.9)SHAREHOLDERS' EQUITY 95.4 116.3

Provisions for risks and charges 17.4 2.9Bonds and other financial liabilities 15.9 17.2Other non-current liabilities 55.6 49.9TOTAL NON-CURRENT LIABILITIES 88.9 70.0

Bonds and other financial liabilities 1.6 1.5Other current liabilities 74.9 71.7TOTAL CURRENT LIABILITIES 76.5 73.2

TOTAL EQUITY AND LIABILITIES 260.8 259.5

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