Juventus are locked in one of the most delicate negotiations of their recent history: the future of Dusan Vlahovic. The Serbian striker holds all the cards as the club navigates a tense stand-off over his future, with significant financial and sporting implications for the Bianconeri.
Vlahovic’s contract is set to expire on June 2026, leaving Juventus with limited leverage. So far, the 25-year-old forward has rejected every proposal aimed at spreading his enormous salary burden or entertaining offers from clubs like Fenerbahçe. For new general manager Damien Comolli, who recently took over, this is an early and critical test of his leadership. Previous directors have tried and failed to resolve the issue, and the stakes have never been higher.
At this stage, Vlahovic’s position is extremely strong. Should he remain in Turin next season, he will earn €12 million net, an enormous figure for Juventus, especially amid financial restructuring. In the summer of 2026, he could leave as a free agent and negotiate a lucrative signing bonus elsewhere. The striker has scored 58 goals in 145 appearances for Juventus—solid output, if not overwhelming dominance—and at just 25, he still has many prime years ahead.
Even the prospect of a year on the sidelines—often a club’s last-resort pressure tactic—would likely harm Juventus more than Vlahovic. Beyond paying his salary without contribution on the pitch, sidelining him would inevitably become a source of internal debate and media scrutiny, especially if the attack struggles under Igor Tudor.
Despite Vlahovic reminding everyone he still holds the No. 9 shirt, Juventus have signaled a clear direction. The club has secured a deal for Jonathan David and continues to work on additional striker reinforcements. The message is unambiguous: they are preparing for a future without their Serbian star.
Perhaps the only leverage Juventus can still exert is Vlahovic’s desire to play regularly in a critical phase of his career. With the 2026 FIFA World Cup approaching, sitting out a season would damage his chances of maintaining a prominent place in Serbia’s national team hierarchy, where he already trails behind Aleksandar Mitrovic. This motivation, to remain match fit and relevant on the international stage—might be the single strongest argument Comolli can use to convince the player to find a solution.
Over the coming weeks, Comolli will meet with Vlahovic’s agent, Darko Ristic, in an attempt to break the deadlock. Whether it results in a renewal, a sale, or a tense standoff will likely shape not only Juventus’ transfer window but also the start of Tudor’s tenure as head coach.
One thing is clear: the cards are on the table, and almost all of them are in Dusan Vlahovic’s hands.
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