For the first time, the Allianz Stadium, Turin's Juventus stadium, will host a music-related event rather than a sporting one. Eros Ramazzotti, an internationally known singer and devoted Juventus fan, has communicated the dates of his next global tour, which includes a performance in Turin on June 27, 2026, the home of Juventus. For the Juve Stadium, owned by the Juventus club, this will be a debut that will allow it to kick off a series of non-football and non-sporting events to which it has long aspired, thereby increasing revenue from the facility, which has a capacity of over 41 thousand seats and also houses the JMuseum, which has become a reference point for tourists visiting the Piedmontese capital. Francesco Gianello, the facilities management director of Juventus highlighted the fact that "the stadium is no longer conceived only as a place where a match is played every fortnight, but as a space for sociality and sustainability".