From Turin to the Five Boroughs Juventus Is Shaping the Future of New York Soccer
When Giovanni Russo founded Juventus Academy New York in 2016, his goal was clear: bring the professionalism, structure, and values of one of Europe’s greatest clubs to America’s most diverse soccer scene. A former Italian professional player, Russo has turned his journey into a mission to give back to the game by developing players with both skill and character.
“Bringing a global club like Juventus into the New York youth soccer landscape has been both a challenge and a privilege,” Russo said. “One of the biggest challenges has been introducing the Juventus methodology and culture in a market that’s incredibly diverse and competitive. New York has so many talented players and passionate families, but aligning everyone with a professional, long-term development philosophy, one that values patience, discipline, and consistency, takes time and education.”
“At the same time, that challenge has been our greatest opportunity,” he continued. “We’ve been able to share the Juventus identity, its professionalism, values, and training standards, with a new generation of players who dream big. Seeing how quickly the community has embraced our approach, and how our players are developing both on and off the field, has been extremely rewarding. It proves that the Juventus philosophy can truly make an impact anywhere in the world.”
For Russo, the Juventus approach is about building complete players—not just on the field, but in life. That’s why the partnership with the Cosmopolitan Junior Soccer League (CJSL) matters so much.
“This partnership with CJSL is very meaningful to me because it represents a shared vision for raising the bar in youth soccer across New York City,” Russo said. “Juventus Academy NY and CJSL are both committed to creating an environment where young players can grow through high-quality competition, structured development, and a true love for the game. For us, it’s not just about winning, it’s about developing complete players, both technically and mentally, following the Juventus philosophy of discipline, teamwork, and continuous improvement.”
That shared philosophy comes to life in the NY Winter Tournament, one of the most competitive youth events in the city.
“What excites me most about this year’s NY Winter Tournament is seeing how much it has grown, not just in the number of teams participating, but in the quality of play, the level of competition, and the sense of community it brings,” Russo said. “Each year, the tournament attracts top youth teams from across New York and beyond, creating an incredible environment where players can challenge themselves, showcase their development, and learn from every match.”
“My hope is that every player who takes part leaves with more than just game experience, that they gain confidence, resilience, and an understanding of what it means to compete with passion and respect. For me, the tournament is about creating lasting memories and opportunities for young athletes to take the next step in their journey, both on and off the field.”
Russo sees New York’s diversity as a perfect match for Juventus’s global outlook.
“New York’s diversity and energy make it the perfect place to bring the Juventus spirit to life,” he said. “Our goal has always been to blend the Italian heritage of Juventus, the focus on excellence, discipline, and style, with the creativity, passion, and multicultural character that define New York.”
“Through our programs, we celebrate both traditions: the Italian emphasis on technical detail and tactical intelligence, and the New York spirit of inclusivity and ambition,” Russo said. “Our players come from many different backgrounds, and that diversity is our strength. It allows us to build a true Juventus community, one that honors our roots while reflecting the global nature of the game and the city we’re proud to call home.”
