Juventus playing the catch-up game

SINGAPORE — Singapore’s economic success played a huge part in 30-time Italian Serie A champions Juventus’ decision to make the island-nation one of their two pre-season stops in August, where then club are set to play against a Singapore Selection at the new National Stadium.

Juventus will start their pre-season tour with a friendly in Sydney against Australia’s A-League All Star on Aug 10 before the match here on Aug 16.

The Italian giants set a record of 102 points, winning 33 of the season’s 38 matches — including all 19 at home — en route to a third straight Serie A title last month.

However, overseas tours remain a rarity for the club nicknamed La Vecchia Signora — the Old Lady — and their commercial director, Francesco Calvo, can only count four occasions when they have done so.

“Twice to the USA, once in Europe and once to Hong Kong and China four years ago. So coming to Singapore this August is the first time for the club, something unusual, and you can say it’s a different journey we are undertaking,” said Calvo yesterday when he met the media for lunch at the Fullerton Hotel.

Coming to Singapore breaks new ground for the Italian giants and Juventus will have the honour of being the first foreign team to play at the new National Stadium at the S$1.33 billion Sports Hub.

But why Singapore?

“The answer is obvious,” said Calvo. “Singapore lies at the heart of Asia (and is) one of the fastest-growing economies in the world.

“This means there are plenty of commercial opportunities. Successful clubs like Real Madrid, Barcelona or Manchester United are always on the lookout to grow their revenue and Juventus is no different.”

More than that, Calvo admits the Serie A champions are lagging behind in the race by European leagues to reach out to markets outside their continent. “I believe we have a lot of catching up to do as compared to the English Premier League clubs or the two Spanish giants,” said Calvo.

“I admit Juventus are lagging far behind those clubs in terms of popularity and support. But it’s never too late to catch up. Those clubs have set the pace with their merchandising store and football academies. Juventus will probably have to do the same.”

That is why Juventus have promised to bring their strongest squad to Singapore, including six Italian internationals in goalkeeper and captain Gianluigi Buffon, playmaker Andrea Pirlo, defenders Giorgio Chiellini, Andrea Barzagli, Leonardo Bonnuci and midfielder Claudio Marchiso.

“After the World Cup in Brazil, the players will take a break before reporting for training,” said Calvo.

“Asia, and by extension Singapore, are hungry for international-class football and Juventus, with its rich heritage and recent surge of success, can capitalise on our achievement.”

Meanwhile, Singapore head coach Bernd Stange is looking forward to assembling the best talent in Singapore to take on Juventus. Said Stange: “A brand new stadium to play in and against a team collectively worth US$600 million (S$650 million) ... surely it will be very exciting!”

Singapore Selection vs Juventus

16 August, 2014, kick-off 7.30pm at the National Stadium

Tickets $30-$180 on sale at Sports Hub Tix (www.sportshubtix.sg), with 10 per cent early-bird rate to apply for as long as Italy remain in the running for the FIFA World Cup in Brazil.