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Money is the goal

La vecchia signora, the old lady of Italian football, wants to transform herself into a stock market darling.

Ifi, the investment group of the Agnelli family, owners of Fiat and Ferrari, has decided to float 35 percent of the Juventus Football Club on the Milan borsa this fall. Turin-based Juve, as it's known, is Italy's most popular club, with a worldwide fan base of 35 million. As a global soccer brand, it's rivaled only by England's Manchester United, which scored first by going public back in 1991.

A stock market listing could raise as much as E245 million ($223 million) and help pay for such pricey players as Alessandro Del Piero, whose salary is reported to be $100,000 - a week. Perhaps it will also bolster the team's fortunes on the field: Juve last won the European Champions League in 1995.