Turin owes its selection as one of the case studies in this investigation to its successful bid for the 2006 Winter Olympics, leaving (among others) the cities o f Sion and Helsinki (see Chapter Three) behind. Among the people of Turin, there is a general feeling that this event can help the city to acquire a new image, of which sports and culture are major elements. Another motive for analysing Turin is the presence of one of the most successful football clubs in Europe - Juventus - within its borders. Just like Barcelona (see Chapter Two), at the time of writing Juventus is involved in an interesting discussion with the City Council. We will also pay attention to some other interesting sportsrelated projects. Most of the initiatives are intended to increase participation in sports (‘sports for all’).