I like the fact that this generates positive exposure for the space as a whole, but when you dig deeper, it's such a nice token that it won't appeal to the masses, and let us need some fresh capital to enter the space.
If they want to generate even more exposure, they should accept Bitcoin for ticket payments, merchandise, and so on. I'm sure that it will motivate even those who aren't Juve fans to buy something and pay with Bitcoin.
Any form of popularizing cryptocurrencies is good. If a club like Juventus created its own coin, then maybe other smaller clubs will do it too and there will be a domino effect. If other clubs follow Juventus, it would be a very big success for the entire cryptocurrency market. And later adoption of Bitcoin as payment method..