Turin has a few big-name sports experiences, but this one is special if you like seeing the inside story. I like the mix of Juventus Museum multimedia storytelling with the real-world feel of stepping through Allianz Stadium zones like the locker rooms and media areas. I also like that the museum is designed for self-paced visiting, so you can slow down for trophies and key moments when you want.

One thing to plan for: the stadium tour portion moves quickly, and you won’t have hours to linger in each area. If you’re hoping for a long, unhurried walk with lots of free time inside the stadium, this format may feel a bit tight, even though it covers the essentials.

Key things to know before you go

• A 2-hour experience that combines museum entry with a guided Allianz Stadium tour
• Italian live guide only for the stadium, while the museum is a self-visit included with your ticket
• Black and White museum design built around multimedia and constantly updated content
• Access to locker rooms, media area, and exclusive zones during the stadium tour
• Choose your stadium tour start time from a set schedule, then visit the museum within opening hours

Why this Turin football ticket feels different

If you’re a football fan, you’ve seen plenty of museums that try to show you history with glass cases and captions. Juventus leans into something more modern. The Juventus Museum (opened in 2012) is built around a Black and White theme and uses innovative multimedia technology to turn trophies and memorabilia into a more active experience, not just a walk past objects.

What makes this experience feel practical is that it doesn’t force you to do everything with a guide. Your stadium time is guided (in Italian), so you get the access and context where it matters most. Then you can handle the museum at your own pace, which is a big deal because not everyone wants the same pace through the same story.

What’s included, and how the visit really works

Your ticket is a two-part visit, and it’s important to understand the rhythm.

Included with your $34 ticket

• Entry tickets to both the Juventus Museum and the Allianz Stadium visit
• A live Italian-speaking guide for the stadium tour only
• A free visit to the Juventus Museum without a live guide, as long as you go within opening hours

Not included

• A live guide inside the museum (it’s self-paced)
• Audio guide service, available on the spot for €5.00, with multiple languages listed: Italian, English, French, German, Spanish

So in real-life terms: you’ll get your guided time where access is limited (the stadium). For the museum, you’ll rely on the museum’s multimedia and signage, plus optional audio if you want extra narration.

A small but smart choice

If you care a lot about match context, eras, or specific trophies, consider adding the €5 audio guide so you don’t end up relying only on what you can catch from the screens and exhibits.

Allianz Stadium tour: locker rooms, media area, and exclusive zones

This is the part most people remember because it’s hands-on and you move through spaces that feel like football backstage. Your stadium tour takes place at scheduled departures, and you’ll be grouped with other visitors while a live guide leads the walk in Italian.

During the tour, you’ll visit:

• Locker rooms
• The media area
• Exclusive zones of the stadium

That access matters because it changes the vibe. Standing in front of an empty stadium is one thing. Walking through areas tied to matchday routines is something else. It helps you picture the flow of a game day: preparation, press moments, and the sense of being inside the machine.

The pace question: why the tour feels short

The scheduled format means you won’t roam for long. The stadium portion can feel like a quick hit rather than a slow tour, so you’ll want to come in with a mindset of seeing highlights and moving on.

Practical tip: wear comfortable shoes and keep your phone ready. Even if the tour runs faster than you’d like, you’ll want to capture what you’re allowed to photograph and what you’ll want to remember later.

Juventus Museum: the Black and White multimedia story of triumphs

The Juventus Museum was created to celebrate the club’s history and victories, and it does it in a way aimed at modern fans. It opened in 2012, and it’s designed as a hybrid museum: traditional memorabilia and trophies, plus multimedia experiences that guide you through major emotional moments.

Here’s what I’d focus on in the museum itself:

• Trophies and memorabilia that document big successes
• Multimedia sections where technology becomes part of the storytelling
• A Black and White presentation that keeps the design consistent across exhibits

What makes the museum worth your time

Two details are especially important if you’re deciding whether you’ll enjoy it:

1. The museum’s multimedia isn’t just decoration. It’s described as a core part of the experience, turning the visit into something closer to an exhibition with momentum.
2. The museum includes constantly updated content, so it stays current with the club’s ongoing story rather than feeling frozen in time.

Also helpful: the museum is entirely bilingual (Italian and English). That means you’re less likely to feel left out if you don’t speak Italian, especially in multimedia sections and general exhibit info.

Museum drawbacks to consider

Because the museum visit is included as self-guided time, you’re choosing your own level of depth. If you want a person to explain the story step-by-step, you’ll only get guided help for the stadium, not the museum. And while the museum is designed to be engaging, some visitors prefer more expansive, long-form narration. If that’s your style, you may want the optional audio guide to add structure to your pace.

Timing and planning in Turin: opening hours and tour schedules

This ticket runs on a schedule, so planning matters more than with fully free-form sights.

Museum opening hours

• Mon, Wed, Thu, Fri: 10:30–18:00
• Sat, Sun: 10:30–19:30

Your stadium tour is scheduled. You choose a starting time for the stadium portion based on the day you’re visiting.

Stadium tour start times

• Mon, Wed, Thu, Fri: 11:00, 12:30, 14:45, 16:15
• Sat, Sun: 11:00, 11:30, 12:00, 12:30, 15:00, 15:30, 16:00, 16:30, 17:00, 17:30

Meeting point

Meet at the entrance and look for the Juventus Museum sign.

How I’d structure your day

Give yourself a little cushion. The stadium tour is the time-sensitive part because it depends on your selected departure. Once you finish the stadium visit, you can shift into a museum rhythm that matches your curiosity—grab a quick first pass, then circle back to what you liked most.

If you’re visiting in the afternoon, check the museum closing time first. On weekdays it closes earlier, so you might want to start with the museum right after the stadium tour, rather than treating it like a casual stroll that could run out of time.

Price and value: is $34 a good deal?

At $34 per person for a 2-hour experience, your value comes from two things:

1. Stadium access plus a guided route

A stadium tour is the costly part of the combo because it includes organized movement through controlled areas and a live guide (Italian). You’re not just walking around outside; you’re getting interior access to locker rooms, media spaces, and exclusive zones.

1. Museum entry without needing a guide

You also get museum time included without paying extra for a guide. The museum uses bilingual presentation (Italian and English) and multimedia, so you’re not completely dependent on a person to explain it.

Where you need to be honest with yourself is the pacing. If you hate feeling rushed, the stadium portion can be the weak spot. And since the museum is self-paced, you’ll get less narrative depth than a guided museum experience might provide.

But if you’re like most football travelers—want the stadium first, then enjoy the museum at your own speed—this price is fairly solid for what’s included.

Who should book this Juventus and Allianz Stadium combo

This tour is a good fit if:

• You want real access inside Allianz Stadium, not just views from outside
• You like museums that use technology and multimedia to keep the visit moving
• You’re fine with a guided component in Italian for the stadium, plus self-paced museum time in Italian/English

You might look for an alternative if:

• You want a long, slow stadium tour with lots of free time in each area
• You strongly prefer a live guide for every part of a museum visit

Language note: the stadium guide is Italian, so if you don’t read or understand Italian, you’ll still likely enjoy the visual access, but you won’t get spoken explanations in English.

If you should book this: my practical take

Book it if you want the best of both worlds in one stop: a guided walk through the inside of the stadium plus a self-guided, multimedia museum that tells the club’s story in Black and White. The format works well for time-conscious travelers: you get key spaces in the stadium and then you can spend museum time without anyone steering your pace.

Skip or adjust your expectations if you’re a person who wants deep narration from start to finish. The museum is self-guided, and the stadium tour can feel short, so plan to treat this as a highlights-and-access experience rather than a long, detailed, conversation-heavy tour.

FAQ

FAQ

Is a live guide included for the Juventus Museum?

No. Your ticket includes a live guide for the stadium tour only. The Juventus Museum visit is included as a self-guided visit during opening hours.

What language is the live guide?

The live guide provided for the stadium tour speaks Italian.

Are there audio guides for the museum?

Yes. An audio guide service is available on the spot for €5.00, with languages listed as Italian, English, French, German, and Spanish.

Where do I meet for the tour?

Meet at the entrance and look for the Juventus Museum sign.

What are the Juventus Museum opening hours?

Mon, Wed, Thu, Fri: 10:30–18:00. Sat, Sun: 10:30–19:30.

How long is the full experience?

The total duration is listed as 2 hours, with you selecting a scheduled starting time for the stadium tour.

You Might Also Enjoy

Stupinigi Hunting Palace & Sacra di San MicheleHome Cooking Class & Meal with a Local in TurinSerravalle Outlet Shopping Mall Shuttle Bus – Return ticketTurin: City Highlights Guided E-Bike Tour