It's the people's game, and Juventus want it to work for everybody - no matter where they are. That's why they've tasked Serie A with changing their current scheduling arrangements, which are under contract until 2021, to suit fans in Asia.
The current schedule, in which televised games happen in the evenings, mean that fans in eastern Asia would need to stay awake into the small hours of the next morning to watch the Bianconeri in action. The club's plea comes after the signing of Cristiano Ronaldo saw the club's global fanbase grow by 16 per cent.
It poses an interesting dilemma of who to prioritise - the local audience where your match-attending fans are based, or a bigger, more profitable market further afield. It is no longer enough to touch down in new territories once a year in preseason, fans want more regular access. The marketing benefits are there for all to see, but potentially disgruntling home supporters tarnishes the very fabric of the football club. Without them, they may as well just up sticks and head east altogether.
The world's leading football clubs have begun asking themselves the same question: how can they strike the balance between the two, covering all their bases and appeasing fans across the globe?
The bigger clubs do not believe the Italian system, which revolves around evening matches, helps them 'sell their brands' globally. And while there is an acceptance that viewing habits are changing, Juventus are frustrated at the present situation, which they feel tilts the commercial market hugely in favour of Premier League clubs.