Wackotaku, CC BY-SA 4.0
Allianz Stadium & Juventus Museum
A behind-the-scenes stadium tour and 1,500sqm museum — Turin's other major sporting story
If tennis isn't the only sport pulling you to Turin, the Allianz Stadium and Juventus Museum give you a genuine second sporting story — Juventus is one of Italian football's most decorated clubs, and this is their home ground plus a dedicated museum built to hold that history.
The museum opened in 2012, purpose-built by the club to house its trophies and memorabilia across 1,500 square metres, with multimedia elements that make it feel more like an engaging exhibition than a static trophy case. It's fully bilingual, so language isn't a barrier for a visiting fan.
Beyond the museum, the Stadium Tour takes you into the locker room, media area, and other zones normally off-limits — a live guide leads scheduled departures, with the standard ticket including a free unguided visit to the museum afterward. An Exclusive Tour option adds a dedicated guide throughout and the chance to handle objects from the club's history. Tours run daily except on match days, in Italian, though a paid audio guide is available in English and other languages.
Getting there is simple by metro — Linea 1 to the Fermi stop, then a short walk, a genuinely easy add-on if you're already navigating Turin's transit system for tennis sessions at Inalpi Arena.
Why it's special
For a visitor whose main reason for being in Turin is the ATP Finals, this is worth including specifically because it's a completely different kind of sporting experience from tennis — walking through an active Serie A club's locker room and media areas gives you a real behind-the-scenes look at professional football infrastructure, not just a museum of old shirts and trophies. It's also a good half-day option on a day when your tennis session doesn't start until evening, filling a gap with something substantive rather than generic sightseeing.
Insider tips
- 1
Standard Stadium Tour tickets include a free, unguided museum visit afterward — you don't need to book museum entry separately if you're already doing the tour.
- 2
Tours don't run on match days — check the Juventus fixture list before planning your visit date, since a home match will mean the tour isn't available.
Practical info
- Hours
- Daily except match days — check current schedule.
- Cost
- Standard Stadium Tour + free museum entry, or Exclusive Tour (dedicated guide, object handling) at a higher price.
- Access
- Official Juventus ticketing site.
- Getting there
- Metro Linea 1 to Fermi stop, then a short walk to Allianz Stadium.
- Address
- Corso Gaetano Scirea, 10151 Torino, Italy
What to avoid
Don't assume English-guided tours run as standard — live tours are in Italian, with English available only via paid audio guide, so factor that in if a live English commentary matters to your visit.
