Show notes
Welcome back to the Alt Goes Mainstream podcast.We went to a mecca of football to film the latest episode. This conversation takes us to Turin, Italy, where we were in the Juventus Creator Lab with Italian football (I mean soccer for the Americans) legend and one of the best defenders of all time Giorgio Chiellini.Giorgio’s career and playing style were defined by Juventus’ very motto, fino alla fine (“until the end”). It’s also a mentality that he brings to every aspect of life on and off the pitch. After an illustrious playing career at one of the world’s biggest clubs, Juventus, and a career that also included two World Cup appearances for Italy and winning the Euro 2020 as the Captain of Italy, Giorgio came back home to Turin rejoin the club where he starred for 17 years: Juventus. Giorgio has gone from the pitch to the boardroom, helping to lead Juventus as the Director of Football Strategy. He has brought the player’s perspective to the business side of football, balancing the nuances of sports and business.Despite the demands that Giorgio faced on the field as a player to maintain a standard of play at the highest levels of the game, he found time during his career to pursue his passion for business. He received his MBA while playing for Juventus and also was involved in the player development side in his final years as a player at LAFC. More recently, he became an investor in LAFC and in Mercury13, a multi-club investor in women’s football teams, including FC Como. He’s also an active investor in the European startup community.Giorgio and I had a wide-ranging and fascinating conversation that covered several dimensions of the business of sport. We discussed:How teams, owners, and investors can balance both the sport and business aspects of the game.What it means for sports now that players can have bigger social followings than their clubs or leagues.How Juventus has built and amplified its brand through initiatives like the Creator Lab.How clubs like Juventus can help players build their off-field brand while maintaining a high-quality on-field product.How Giorgio’s work off the field while playing informed how he wanted to spend his time post-career in business.What Giorgio’s day-to-day is like as Director of Football Strategy for Juventus.Why Giorgio invested in LAFC and what he thinks about the future of the MLS.What American owners and investors can learn from European soccer clubs and owners, and what European clubs and owners can learn from American owners and investors.Thanks, Giorgio, for sharing your wisdom, expertise, and enthusiasm at the intersection of sports and business.Note: this episode was filmed in October 2025 with a plan to publish the conversation around the World Cup.Show Notes00:00 Split Second Decision01:06 A Message from Our Sponsor, Ultimus02:10 Meet Giorgio Chiellini04:17 What Is the Juventus Creator Lab04:36 Building Fans Through Content05:27 Football Brand Goes Global06:15 Revenue From Winning06:43 Two Hearts One Club07:52 Winning Versus Storytelling08:40 Fans Everywhere Now09:27 Too Many Games Problem09:51 Stakeholders and Calendar11:00 Owner Advice Communication11:28 From Kid to Club 14:12 Film Study for Matches15:02 The Saka Tactical Foul17:26 Social Media and Mental Health29:32 US World Cup Reality29:45 Grassroots Long Game30:09 MLS and USL Momentum30:14 Stadiums and Growth30:20 MLS Season vs Playoffs30:46 Supporters Shield Incentives31:11 Travel and Rest Mentality31:33 Europe Stakes Comparison31:54 Highlights Era Question32:24 Bite-Sized Sports Culture33:40 Choosing What to Watch33:55 Sports Must Adapt34:33 Owners Business View35:15 TV Rights and Strategy36:05 Institutional Money Trend36:42 Why Funds Love Sports37:04 Balancing Profit and Emotion38:12 Fiduciary Duty vs Winning39:15 Permanent Capital Advantage40:42 Mission Values Legacy41:54 Juventus DNA and Family44:31 Leadership Lessons Learned45:38 From Captain to Executive47:05 Humanity and Energy48:21 Player to Business Challenges50:00 Investing in Italian Startups51:47 How He Picks Investments52:43 Innovation and AI in Sport53:16 Favorite Alternative Investment54:34 Profitability and Winning55:21 ClosingA Word from Our Sponsor, UltimusThis episode of Alt Goes Mainstream is brought to you by Ultimus, the full-service fund administrator and transfer agent powering asset managers in private and public markets. As alts go mainstream, you need real expertise to handle complex fund structures, connect with key distribution partners, and handle sophisticated compliance, reporting, and transparency demands.That’s Ultimus: high-tech, high-touch solutions for over 450 clients and 2,500 funds with $775B in assets under administration. Backed by an expert team of over 1,200 employees, they place client service at the core of their business, helping you navigate complexity during your fund structuring or launch and then supporting you through every stage of growth. Whether you’re already in the market or thinking about entering private wealth, you can trust their team’s deep expertise in retail alternatives to help you reach your goals.Learn more at ultimusfundsolutions.com or email [email protected] thank Ultimus for their support of alts going mainstream.Editing and post-production work for this episode was provided by The Podcast Consultant.