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Analyst PresentationLondon, 7 October 2010

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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 7 October 2010 in the context of the event “STAR Conference 2010, 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 or sold 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 or given 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: history and legend

Economic and financial data 30/06/10

Objectives

Juventus new stadium

Q&A

Commercial strategy

Sector evolution

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JUVENTUS: HISTORYAND LEGEND

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

… and one of the leading teams in Europe

Juventus: history and legend

7

Juventus has always been linked to style and continuity thanks to over 85 years’ of strong commitment by the Agnelli family

Juventus: history and legend

8*one of which revoked (04/05) and one not assigned (05/06)

9 Italian Cups

29 Italian Championships*

4 Italian Super Cups

Juventus: history and legend

9

3 UEFA Cups

2 European Super Cups

2 UEFA Champions League

1 Cup Winners’ Cup

2 Intercontinental Cups

Juventus: history and legend

10

OBJECTIVES

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Mission

Being a leading club in Europe and a successful listed Company

Obtaining high sports performance and keeping it up on the field, developing a sustainable business model

Leading change in football in Italy and to position Juventus as the benchmark of a modern football company, close to its fans and respecting educational values in sport

Managing the Company with utmost professionalism

12

Juventus today

Business project with a long-term vision

Professional and motivated new organisation

Competitive team, with great champions and outstanding young players

Successful development of young talents

Efficient scouting sector

13

Build the future with the Youth Sector

Approximately € 6 million invested per year

34 young players in senior championships

60 technical staff

329 players

17 teams

Figures

In February 2010 the Primavera team won the prestigious international Viareggio Tournament for the second consecutive year, bringing its tally of victories up to seven, five of these were won in the last eight years

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Build the future with the Youth Sector

Shifting focus on results to attention on talents

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

Education on values

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

First Team trainer trusts in and gives space to talented young players

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SECTOR EVOLUTION

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New rules for the centralised commercialisation of audiovisual rights from 2010/2011 season

On 27th January 2009 the LNP underwrote a consultancy and strategic collaboration agreement with Infront Italy S.r.l. for centralised commercialisation, for the national and international markets, of audiovisual rights for the Italian Championship’s Serie A and B and the Italian Cup. The agreement will last 6 years, starting from 2010/2011 season, and Infront has guaranteed to LNP a minimum result of € 900 million per annum

First TV agreements signed by LNP for the 2010/2011 and 2011/2012 seasons

Television rights market

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The new distribution system:

40% to be equally shared by teams

30% to be distributed on criteria referred to fan base (25%) and city inhabitants (5%)

30% to be allocated on a sport performance base:

Television rights market

15% referred to historical championship results up to 5 years ago

10% related to last 5 years performance

5% linked to last year’s result

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Juventus’ centralised revenues from LNP

(1) These agreements include some friendly match rights

FY New format(3)€/m2009/10 2010/11 2011/12

SKY/Mediaset agreements(1) 112.2Net mutuality (12.9)

Championship rights 99.3 88.2 95.2Other TV rights(2) 11.9 13.9 9.5

Total 111.2 102.1 104.7

(3) Juventus estimates take previously assigned rights into account (i.e. satellite, DTT, highlights, radio and foreign rights, for a total amount of € 970 million in the 2010/2011 season and € 990 million in the 2011/2012 season)

(2) Including some option rights

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Introduce more discipline and rationality in club football finances

Encourage clubs to compete with their revenues

Decrease pressure on players’ salaries and transfer fees and limit inflationary effect

Ensure clubs settle their liabilities on a timely basis

Encourage club’s long term investments (infrastructure, youth)

Protect the long term viability and sustainability of European football

Financial Fair Play - objectives

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The Break-even rule – a multi-year approach

Debt level vs relevant income ratio

Enhance no overdue payables rule (new assessment dates within UEFA licence process)

Enhance future financial information rule if a club has breached an indicator

Implementation from 2012/2013 season

Financial Fair Play – proposed measures

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Football Money League 2010

Source: Football Money League 2010 - Deloitte

FML 2010 FML 2009 FML 2008

Real Madrid 1 1 1FC Barcelona 2 3 3Manchester United 3 2 2Bayern Munich 4 4 7Arsenal 5 6 5Chelsea 6 5 4Liverpool 7 8 8Juventus 8 11 12Internazionale 9 10 9AC Milan 10 7 6Hamburger BV 11 15 15AS Roma 12 9 11Olympique Lyonnais 13 12 13Olympique de Marseille 14 16 19Tottenham Hotspur 15 14 10Schalke 04 16 13 16Werder Bremen 17 new newBorussia Dortmund 18 20 newManchester City 19 new newNewcastle United 20 17 14

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Football Money League

Source: Football Money League 2010 - Deloitte

101.4

95.5

127.7

60.6

117.5

87.4

49.9

28.2

33.4

55.5

18.8

22.4

24.9

46.3

29.2

27.8

22.2

24.4

34.1

160.8

158.4

117.1

69.6

89

92.9

87.6

132.2

115.7

99

35.6

86.9

68.1

65.6

52.6

34.2

61.2

22.4

56.7

44.1

139.2

112

82.2

159.3

56.5

62

79.5

54.3

52.6

64.1

55.6

40.7

49.1

42.7

33.8

61.1

25.7

58.9

21.1

22.8

16.7

0 50 100 150 200 250 300 350 400

Real Madrid

FC Barcelona

Manchester Utd

Bayern MunichArsenal

Chelsea

Liverpool

JuventusInternazionale

AC Milan

Hamburger SV

AS RomaO. Lyonnais

O. de Marseille

Tottenham

Schalke 04Werder Bremen

Borussia Dort.

Manchester City

Newcastle United

€m

Matchday Broadcast Sponsorship and other commercial

401.4365.9327.0289.5263.0242.3217.0203.2196.5196.5146.7146.4139.6

101.0

114.7

133.2132.7124.5

103.5102.2

TOTAL

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Getting the right First Team mix

Assuring compatibility between players’ skills and roles with trainer tactic mindset

Average First Team age lower than last season

Reduction of player salary lump sums

New player contractual agreements with a high variable based on individual performance

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COMMERCIAL STRATEGY

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The commercial strategy

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

Thanks to its enormous media coverage and its worldwide fan base, a commercial strategy to move into a new marketplace has been put in action

As of the 2007/2008 season, Juventus has developed a complete, exclusive and innovative offer to tackle new “competitors”: not only Italian and European football clubs, but major global sports events (i.e. Champions League, World Cup)

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“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 contracts

Creation of more stable and lasting relations

More value transferred to partners

Objectives

The commercial strategy

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Inter 09-10 Milan 09-10 Juventus 09-10

I tier 27 20 11

II tier 51 25 -

Crowd reduction is a strategic point of major importance to increase the basic value of the partnership

This reduction means:

• elimination of the second tier as of 2007/2008 season• progressive reduction of visible partners

In 3 years the number of brands exposed has been reduced by approximately 40%

The commercial strategy

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ECONOMIC AND FINANCIAL DATA30 JUNE 2010

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63.1%

6.1%

19.0%

4.1%7.7%

Revenue breakdown

TV RIGHTS AND MEDIA REVENUES

TICKET SALES

SPONSORSHIP AND ADVERTISING

OTHER REVENUES

2008/2009

€ 240.4 million

REVENUES FROM PLAYERS’ REGISTRATION RIGHTS

2009/2010

€ 240.2 million

7.2%

62.5%

19.2%

3.4%7.7%

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Revenue trend

226.0

186.7203.7

240.4 240.2

-

50

100

150

200

250

300

05/06 06/07 07/08 08/09 09/10

€/m

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MATERIALS, SUPPLIES AND OTHER CONSUMABLES

PLAYERS’ WAGES AND TECHNICAL STAFF

EXTERNAL SERVICES

OTHER COSTS

Operating cost breakdown

EXPENSES FROM PLAYERS’ REGISTRATION RIGHTS

OTHER PERSONNEL

2008/2009

€ 194.2 million

1.2%

14.3%

66.6%

12.4%

4.4%1.1%

2009/2010

€ 196.5 million

1.1%

13.9%

64.7%

12.9%

5.7%

1.7%

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Revenues and operating costs

€/millionFinancial year

2009/2010Financial year

2008/2009

Ticket sales 18.5 18.4Television and radio rights and media revenues 151.4 150.4Revenues from sponsorship and advertising 45.7 46.1Revenues from players' registration rights 14.6 17.3Other revenues 10.0 8.2TOTAL REVENUES 240.2 240.4

Purchase of materials, supplies and other consumables (2.2) (2.3)External services (27.3) (27.8)Players' wages and technical staff costs (127.0) (129.3)Other personnel (11.2) (8.5)Expenses from players' registration rights (3.4) (2.3)Other costs (25.4) (24.0)TOTAL OPERATING COSTS (196.5) (194.2)

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Income statement

€/millionFinancial year

2009/2010Financial year

2008/2009

TOTAL REVENUES 240.2 240.4

TOTAL OPERATING COSTS (196.5) (194.2)

Amortisation and write-downs of players' registration rights (39.5) (28.0)Other amortisation, write-downs and provisions (2.1) (4.3)Other non recurring revenues and costs 3.1 -

OPERATING INCOME 5.2 13.9

Financial income 3.6 4.2Financial expenses (6.7) (4.7)

INCOME BEFORE TAXES 2.1 13.4

Current taxes (5.6) (5.5)Deferred taxes (7.5) (1.3)

NET INCOME (11.0) 6.6

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Net Income trend

-46.0

-20.8

6.6

-11.0-0.9

-50

-40

-30

-20

-10

-

10

05/06 06/07 07/08 08/09 09/10

€/m

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Statement of financial position

ASSETS€/million 30/06/10 30/06/09

Players' registration rights 93.0 79.3Other intangible assets 14.4 14.0Land and buildings 22.7 18.4Other tangible assets 2.9 3.0Tangible assets in progress 43.3 10.0Non-current financial assets 2.2 -Other non-current assets 40.7 59.3TOTAL NON-CURRENT ASSETS 219.2 184.0

Current financial assets - 0.1Cash and cash equivalents 37.2 42.1Other current assets 34.9 50.6TOTAL CURRENT ASSETS 72.1 92.8

ASSETS HELD FOR SALE - 3.4

TOTAL ASSETS 291.3 280.2

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Statement of financial position

EQUITY AND LIABILITIES€/million 30/06/10 30/06/09

Share capital 20.2 20.2Reserves 81.1 75.0Income for the period (11.0) 6.6SHAREHOLDERS' EQUITY 90.3 101.8

Provisions for risks and charges 1.6 18.2Bonds and other financial liabilities 30.4 15.0Other non-current liabilities 63.0 51.6TOTAL NON-CURRENT LIABILITIES 95.0 84.8

Provisions for risks and charges 1.4 -Bonds and other financial liabilities 2.6 1.6Other current liabilities 102.0 92.0TOTAL CURRENT LIABILITIES 106.0 93.6

TOTAL EQUITY AND LIABILITIES 291.3 280.2

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Net Financial Position

€/million 30/06/10 30/06/09 30/06/08 30/06/07

CASH 37.2 42.1 28.1 40.5

OTHER FINANCIAL ASSETS 2.2 0.1 0.7 -

DEBTS TO LEASING COMPANY (19.8) (16.6) (17.5) (18.8)

DEBTS TO ICS (STADIUM) (12.5) - - -

OTHER FINANCIAL LIABILITIES (0.7) - - -

NET FINANCIAL POSITION 6.4 25.6 11.3 21.7

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Net Financial Position trend

21.725.6

6.4

-12.9

11.3

-20

-15

-10

-5

-

5

10

15

20

25

30

05/06 06/07 07/08 08/09 09/10

€/m

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JUVENTUS NEW STADIUM

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Mission

To create a unique and special facility, where watching a

game will always be an intense and first-class emotion

for Juventus fans

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Positioning

The Juventus new stadium will be devoted to families and

entertainment, open 24/7, and will reach its climax at all

Juventus games: an intense, amazing, safe and injecting

emotions

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• Maximum visibility and proximity to the game field (about 7.5 metres from the field)

• Cutting edge technological and emergency standards

• Exclusive services dedicated to families, fans and corporate customers

• High level of interaction with the adjacent commercial area

• “Made in Italy” Stadium – Italian design: Pininfarina and Giugiaro

Guidelines

The new Juventus stadium will be the future benchmark for the sport venue market in Italy thanks to 5 main features:

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The stadium area

37,000 m2 hosting facilities dedicated to people attending the event (Corporate & Fan) and match organisation

45,000 m2

inside the stadium

45,000 m2

inside the stadium

8,000 m2 dedicated to commercial activities partially linked with the sport business: wellness centre, Juventus Store, museum

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Key figures

41,000 seats

62 sky boxes

3,736 VIP seats with hospitality services

4,000 car parks

In line with a new idea of football and innovative in Italy

High visibility (about 7.5 metres to the pitch)

Family-friendly facility

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Standard Standard Seats & Seats & ServicesServices

Premium SeatsPremium Seats

Facilities &Facilities &EventsEvents

Naming rightNaming right

Stadium income mix

STADIUMINCOMES

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The new stadium will be able to generate income from four areas that represent four distinct sources of revenues:

1. NAMING RIGHT: agreement with Sportfive (until 2023)

2. PREMIUM SEATS: Club Gianni e Umberto Agnelli, T100, Sky Boxes and the other VIP seats (partially sold to Sportfive until 2023)

3. STANDARD SEATS & SERVICES: other stands with food service and merchandising

4. FACILITIES AND EVENTS: museum, stadium walk around, paving

Stadium income mix

In November 2009 the Sales Centre of Galleria San Federico in Turin was inaugurated

The Sales Centre, first in Italy of its kind, hosts the entire sales force (jointly created with Sportfive) dedicated to premium seat commercialisation, beyond Juventus traditional “ticket office”

To date, over 1.250 premium seats have been sold (approximately 40% of all premium seats available). With a further 10% of premium seats reserved to Juventus sponsors and partners, 50% of premium seats are still available

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March 2008: project approved by the BoD

April 2008: Sportfive agreement signed

September 2008: demolition tender

November 2008: beginning of demolition activities

December 2008: Nordiconad preliminary agreement signed

December 2008 – February 2009: building tender

March 2009: ICS loan contract signed

May 2009: signing of the contract with the General Contractor of the building activities

June 2009: end of demolition activities

June 2009: start of building activities

December 2009: Nordiconad notary deed signed

• May 2011: end of building activities

• August 2011: opening

The project time line

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49

50

51

52

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Expected capital expenditure

€/million

Demolition and building works(including electro-technical systems, fluid-mechanical systems and the playing field) 83.1Furnishing, fittings and special equipment 12.3

Total construction costs 95.4

Technical expenses (infrastructure required by the City of Turin, designers, PM&C) 21.0Unforeseen expenses and additional costsfor changes with work in progress 3.6

Total capital expenditure* 120.0

* As approved by the BoD on 10th May 2010. These figures do not include Museum costs

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The three ‘pillars’ to cover the investment in the new stadium are:

Sportfive agreement of 18th April 2008, with the definition of a minimum guaranteed value of € 75 million, approximately 50% in advance payment (€ 26 million has already been cashed in)

sale to Nordiconad group of the commercial areas outside the stadium for a sum of € 20.25 million (notary deed signed on 1st December 2009)

two loan contracts for a total of € 60 million underwritten with the Istituto per il Credito Sportivo on 20th March 2009 and on 14th May 2010 guaranteed by mortgage, annual instalments from Sportfive and some upcoming ticket sales

The project financing

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Sportfive agreement

On 18th April 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

Sportfive is entitled to sell the new stadium naming right in an exclusive basis and market part of the sky boxes and VIP seats

The partnership will last until the twelfth year after new stadium construction

The agreement provides an overall base compensation of € 6.25 million per annum for 12 years. The agreement envisages a significant part of advanced payments during construction (€ 26 million to date)

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34,000 m2

outside the stadium area

23,000 m2 Retail centre and commercial gallery

7,000 m2 Commercial retail

4,000 m2 Commercial retail

The commercial areas

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RETAIL CENTRE AND COMMERCIAL GALLERY

COMMERCIAL RETAIL

COMMERCIAL RETAIL

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Nordiconad agreement

On 19th December 2008 Juventus and Nordiconad Soc. Coop. (a leading food retailing co-operative in Italy and member of the CONAD national consortium) stipulated a preliminary sale contract for the sale by Juventus to Nordiconad of the company business, including part of the areas acquired with the long-term lease, the project for the commercial areas and relevant commercial authorisations, for a sum of € 20.25 million

The building permits were issued by the City of Turin on 19th

November 2009 and the notary deed related to the company business sale was signed on 1st December 2009

The agreement envisages the construction by Nordiconad group of an innovative, modern commercial centre integrated into the Stadium area

Nordiconad will also pay infrastructure costs required by City of Turin for development of the area for approx € 9.1 million

The overall economic impact of the sale on the 2009/2010 financial year is positive by € 3.1 million

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ICS loan contracts

On 20th March 2009 and on 14th May 2010 two loan contracts were signed with the Istituto per il Credito Sportivo for a total sum of € 60 million with a duration of 12 years, destined entirely to finance the construction of the new stadium

The loans envisage a pre-amortisation period of maximum 3 years at an interest rate of EURIBOR 6M + 200 bp

For the amortisation period, an interest rate of IRS 6Y (to be defined when financing is fully received by Juventus) + 220 bp has been fixed. In addition, Juventus will benefit from a contribution to interest as permitted by the regulations in force

Juventus hedged the interest rate risk: the interest rate for the pre- amortisation period was set at 4.68% and option rights to cap at maximum 6% the interest rate for the twelve year amortisation period were acquired

To date, € 20 million, out of € 60 million, have been collected

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Q&A