Sul sito della Juventus, è stata pubblicata la lettera che il Presidente Andrea Agnelli ha inviato agli azionisti nella giornata di oggi.

Cari Campioni d’italia,

 Dopo un percorso iniziato nell’estate del 2010, con un’operazione di completo cambio del management, un rafforzamento patrimoniale in grado di sostenere il turnaround e una corretta gestione, la Vostra società è riuscita a tornare sia al successo sportivo sia alla sostenibilità economica. Quattro scudetti, tre supercoppe italiane, una Coppa Italia, il crescendo dei risultati in Champions League, dai quarti di finale nel 2012/2013 alla finale di Berlino, passando per una semifinale di Europa League, sono stati accompagnati da una forte espansione dei ricavi, che ha portato la società dapprima a dimezzare anno su anno le perdite, poi a raggiungere l’utile operativo nel 2013/2014 e l’utile d’esercizio nella stagione appena conclusa. Solamente i grandi risultati sportivi, le vittorie a livello nazionale ed internazionale, danno accesso a grandi ricavi, siano essi televisivi, commerciali o sportivi. Ma solo in presenza di una struttura equilibrata e diversificata di ricavi si può competere ad alto livello. La nuova sfida che il management e gli azionisti hanno oggi di fronte è, se possibile, ancora più ardua, poiché dovremo avere la capacità di fronteggiare il vero dilemma di ogni società calcistica di alto livello: solamente i grandi risultati sportivi, le vittorie a livello nazionale ed internazionale, danno accesso a grandi ricavi, siano essi televisivi, commerciali o sportivi. Ma solo in presenza di una struttura equilibrata e diversificata di ricavi si può competere ad alto livello. Il profondo rinnovamento della rosa per la stagione 2015/2016, che permette ai colori bianconeri di essere pienamente competitivi, unitamente alle strategie di espansione dei ricavi tramite la ricerca di grandi partnership globali (come quella appena entrata in vigore con adidas, che proietta la Juventus in una dimensione internazionale sia sotto il profilo dei ricavi sia sotto quello della grande visibilità al pari di club d’eccellenza come Real Madrid o Bayern Munchen) permetteranno alla Vostra società di consolidare il proprio sviluppo. La strategia commerciale, messa a punto in questi anni, continuerà a dare i propri frutti nell’ottimizzazione dei ricavi da sponsor e di quelli provenienti dallo Juventus Stadium. Una grande sfida è rappresentata dalla gestione diretta del licensing e del retail, attività precedentemente preclusa da altri accordi commerciali, e da una sempre maggiore capacità di raggiungere i quasi 300 milioni di fan nel mondo grazie all’espansione dei mezzi digitali e dell’ecommerce. Gli evidenti progressi della Juventus sul fronte della gestione non sono stati tuttavia sufficienti per avviare una profonda e definitiva riflessione a livello nazionale sul futuro del calcio italiano. Da più parti, importanti esponenti del mondo del calcio invocano per il nostro movimento la dignità di essere considerati a pieno titolo un comparto industriale che contribuisce allo sviluppo del Paese sia con il gettito fiscale sia con il cosiddetto indotto. Ma il calcio italiano, purtroppo, non sta trovando al suo interno le risorse umane adatte a rilanciarlo e ricollocarlo al centro del dibattito politico. All’interno del nostro mondo si realizzano posizioni di rendita ingiustificata, godute da soggetti che non sono né protagonisti né finanziatori. Si tratta di realtà che hanno saputo con scaltrezza “generare” il consenso di un sistema autoreferenziale. Nel frattempo, per cinque volte su sei edizioni, le squadre italiane qualificate al preliminare di Champions League hanno fallito l’obiettivo di raggiungere la fase finale, e i club italiani, pur in presenza di una congiuntura di mercato piuttosto favorevole, non sono stati in grado di crescere al passo dei loro competitor europei. Nel quinquennio 2009/2014, il tasso di crescita del giro d’affari del calcio inglese è stato del 61%, quello tedesco del 46%, quello spagnolo del 32%, quello francese del 42%, quello russo dell’86%, quello turco del 62%. L’Italia nello stesso periodo è cresciuta solamente del 14%. L’auspicio è che le prossime scadenze olimpiche, alla fine del 2016, portino ad un’accelerazione della spinta riformatrice nelle componenti costitutive del calcio italiano, favorendo il naturale ricambio degli uomini, delle competenze e delle modalità di gestione del potere. Si tratta di una riflessione che le Leghe, i calciatori e i tecnici devono saper cogliere per non passare altri cinque anni, da oggi al 2020, a elencare quello che si dovrebbe fare ma nessuno fa. Sarebbe utile che alcune tematiche fossero affrontate: 1. La creazione delle Seconde Squadre 2. La riforma dei campionati 3. La situazione degli stadi Il pallone deve tornare a essere al centro di questo mondo e, nel breve termine, per il miglioramento del prodotto che offriamo agli appassionati, sarebbe utile che alcune tematiche fossero affrontate: 1. La creazione delle Seconde Squadre è stata rifiutata per troppo tempo, mentre gli altri Paesi garantivano alle loro giovani leve una crescita armoniosa. La serie A deve avere la forza di colmare il gap generazionale che passa tra il campionato Primavera (under 19) e l’accesso potenziale alle Prima Squadra, che avviene mediamente verso i 22/23 anni. 2. La riforma dei campionati è improrogabile e deve essere accompagnata da una profonda riflessione sul tema della mutualità: chi viene retrocesso deve essere salvaguardato in modo tale da non mettere a repentaglio, come invece avviene oggi, la continuità aziendale. È del tutto evidente che vicende come quella del Parma, fallito durante il campionato, o le continue difficoltà di molti club nell’ottenere le licenze UEFA, minano la credibilità di tutto il sistema e lo rendono poco attrattivo per eventuali nuovi investitori, la cui presenza è invece auspicabile in presenza di piani di sviluppo chiari e di lungo termine. 3. La situazione degli stadi, salvo rare e lodevoli eccezioni, rimane invariata. Non solamente latita la pianificazione di nuove infrastrutture, ma addirittura si lascia che le attuali strutture continuino a operare in deroga rispetto alle normative in vigore. L’introduzione della Goal Line Technology, un provvedimento positivo, ha avuto costi che tutti i club hanno potuto affrontare senza problemi. Purtroppo non altrettanto si può dire degli investimenti in sicurezza e videosorveglianza di ultima generazione che, con costi decisamente inferiori, coadiuverebbero in modo determinante il lavoro delle forze dell’ordine favorendo l’immediata individuazione degli autori dei misfatti e verosimilmente alleggerirebbero la cosiddetta responsabilità oggettiva, che dopo i recenti fatti del derby di aprile disputatosi allo Stadio Olimpico di Torino, mi permetto scherzosamente di definire “responsabilità immanente”. Ormai le responsabilità individuali passano in secondo piano e il calcio italiano pare soccombere a quest’aberrazione. Penso sia giusto, in conclusione, segnalare che la capacità di dialogare e attuare riforme nella governance e nella rappresentanza non è frutto di un’estemporanea velleità di un singolo club. Si tratta di una tendenza ormai consolidata a livello europeo, grazie alla capacità progettuale delle istituzioni, in particolare della European Club Association (ECA), ma anche dell’UEFA. L’ingresso dei club nell’Executive Committee della UEFA è un risultato politico di portata storica, ma è anche la testimonianza che le istituzioni ben organizzate sono in grado di evolversi, avendo riguardo per quanti nel calcio investono risorse economiche ed umane e hanno la legittima aspirazione di far sentire la loro voce. Mi onora rappresentare i 220 club, provenienti da 53 diverse federazioni, in questo dialogo, insieme con il Presidente Rummenigge. Negli ultimi dodici mesi ECA ha saputo trovare con la massima istituzione europea un terreno di cooperazione che ha portato alla firma anticipata di un nuovo Memorandum of Understanding, valido fino al 2022. Questo accordo prevede maggiori benefici per i club a partire dall’Euro 2020 e una nuova mutualità tra Champions League ed Europa League. Un analogo e proficuo dialogo è stato avviato con la FIFA, ma i recenti fatti alla ribalta delle cronache giudiziarie globali hanno al momento rallentato il processo. Una prova ulteriore che nessuna istituzione può ignorare per lungo tempo le richieste di maggiore trasparenza e di rinnovamento senza il rischio concreto di essere travolta.

Fino Alla Fine…

Andrea Agnelli”

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