Apparently, it’s a symbol for a “way of living” that represents the “future of football.”

That’s quite a billing the giants of Italian football Juventus have given its new ‘designer’ club crest, which was unveiled at the sort of glitzy ceremony usually reserved for a fashion show or car launch.

A cast of football and celebrity royalty filed into Milan’s Science and Technology Museum earlier this week for an event billed by the club as “Black and White and More,” with three-time Oscar winner and electronic dance music pioneer Giorgio Moroder on the decks.

Firstly, this is more than a logo, it is now a brand, something larger than 11 men on a pitch, it’s an extension of a football team that will encompass any manner of product, promotion and service. Therefore, why is it necessary to rebrand at all and why should this look more like an apparel or automotive company and less like a football crest?

Ten years ago, Juventus was a financial powerhouse, this was before the days of the ridiculous EPL TV money, before countries started buying football teams, before kit sponsorships approached the gross domestic product of a developing nation and before the Chinese invasion.  The current reality of Serie A and football is very different.

Juventus lost a good player in Pogba this year to Manchester United. Despite what one might argue, the move, at least for this year was completely marketing related. There was absolutely no football reason for the move to happen in 2016. This is as much a referendum on the state of Serie A as it is on Juventus.  Juventus has maximized their gate revenue, they do well with Champion’s League money but that is not a guaranteed source of income and teams must be able to increase their guaranteed sources.

They operate out of a small town compared to the likes of Madrid, Manchester or Liverpool or even for that matter Napoli and Roma.  They are the best house on a not so great street right now as Serie A is run by an aging fool who has done nothing to modernize the stadiums or increase the TV revenue. Essentially, they are on their own.

“I saw the future of music in the 1970s. Now, Juventus have seen the future of football,” said Giorgio Moroder at the launch. And who are we to doubt the great Moroder?

Time will tell…