Fresh speculation has emerged around a potential Saudi investment in Juventus. According to reports from Italian newspaper ‘Domani’ (as quoted by VecchiaSignora), Crown Prince Mohammed Bin Salman may be ready to stake money in the Bianconeri, as part of a wider interest from Saudi Arabia in global football ventures.
The rumours surface amid negotiations for the sale of the Gedi publishing group — owned by the Agnelli-Elkann family’s holding company, Exor — to Greek entrepreneur Theo Kyriakou. While talk of a deal involving the Juventus ownership has circulated in financial circles, for now the club’s share price on the Milan stock exchange remains relatively stable, closing down 0.7 percent.
Elkann’s Position and Exor’s Strategy
Insiders suggest that John Elkann, head of Exor, is exploring ways to ease Juventus’ financial weight within the family’s portfolio. Although Elkann has repeatedly confirmed that the club is not for sale, his recent remarks about being “open to collaborations with other investors” have sparked speculation about possible minority partnerships.
Exor currently owns around 65 percent of Juventus shares, leaving room for strategic alliances or new minority shareholders. Among the names linked to potential involvement is the Saudi Crown Prince, whose government’s Public Investment Fund (PIF) already holds a minority stake in Antenna — the Greek group negotiating to acquire Gedi’s media assets.
PIF’s Growing Football Footprint
Saudi Arabia’s interest in world football is no secret. It aligns with the country’s Vision 2030 plan, which aims to diversify the economy and expand its international influence beyond oil. The awarding of the 2034 World Cup to Saudi Arabia marks another major milestone in that ambition.
Through PIF, the kingdom has funnelled billions into sport, most visibly through its 2021 takeover of Newcastle United and the transformation of the Saudi Pro League, which has seen global stars such as Cristiano Ronaldo and Neymar move there. Against that backdrop, an investment in Juventus would simply continue the trend of high-profile football acquisitions connected to Riyadh’s strategy.
Existing Ties and Possible Synergies
Juventus’ most recent shareholders’ meeting, which approved a €58 million loss for the year, underlined both the financial challenges and the need for fresh partnerships. Alongside Exor’s controlling stake, cryptocurrency firm Tether already owns roughly 10 percent of the club.
Interestingly, Juventus has existing connections with Saudi Arabia through its medical branch, J-Medical, which has collaborated with the Saudi Ministry of Health. That cooperation could lay the groundwork for further business relationships should PIF or associated entities decide to invest.
For now, there are no concrete proposals on the table — but the combination of Exor’s openness to strategic investors and the Saudis’ growing football ambitions ensures this is a story worth watching closely.
