Juventus' share price has jumped in morning trading after the Italian champions reached their first Champions League final since 2003.
Massimiliano Allegri's side earned a 1-1 draw at the Bernabeu last night to secure a close 3-2 aggregate semi-final victory over reigning European champions Real Madrid.
Shares in the Turin giants have risen by more than five per cent on the Borsa Italiana stock exchange as investors look to get their piece of a team with a place in the world's most-watched annual sporting event.
Last year's final between Real and Atletico Madrid was watched by an estimated average global audience of 165m and achieved a projected global "unique reach" of 380m.
Yet Juventus won't be the only beneficiaries of the massive exposure, Nike will also enjoy having its gear worn by both Juventus and Barcelona in the final for the first time since 2011 - a welcome achievement after watching two Adidas-sponsored countries (Germany and Argentina) duke it out in the World Cup final.
Juventus are owned by Italy's billionaire Agnelli family who would have had to take some time out of a busy week in order to catch the game with Real. On Tuesday, the family agreed to sell real estate advisory giant Cushman & Wakefield for around $2bn (£1.3bn).