The Bianconeri would have reluctantly allowed the prolific Portuguese to leave this summer, but Italy's Euro 2020 hero was deemed priceless.
Are Bayern Munich willing to sign Federico Chiesa? Of course, who wouldn't? Bavarian's new coach Julian Nagelsmann has already expressed his admiration for the Italian winger.
"I already knew him," Bayern Munich's new boss told Bild, "I think he's special because he's often one-on-one and then tries to shoot fast."
But just because Nagelsman wants to see Chiesa come to the Allianz arena doesn't mean it really has a chance to happen.
There are reports that the Blues have bid €100 million (£85 million/$120 million) to buy Chiesa, but they have no basis. According to sources close to the club, Chiesa was never mentioned as a possible transfer target.
Their first priority is to center forward. If there's a big thing to do this summer, where will the money go?
The most important thing to remember, however, is that Juventus will not even accept a €100 million bid. To the old woman, Chiesa was priceless.
And for good reason. He proved himself a world-class genius at Euro 2020, allowing him to play at his best in the knockout stages.
Played crucial games against Austria and Spain in the round of 16 and semi-finals respectively, while he tortured England in the Europa League final.
"He will forever be the Lion of Wembley," the Milan sport newspaper wrote. "The British followed him and kicked him, but didn't catch him until he was injured.
Of course, Chiesa has long been considered a potential superstar for Italy: he was one of the best players in the 2019 Under-21 Championship.
But when he moved to Juve from Fiorentina last summer, some were suspicious of him.
Basically, the Bianconeri agreed to loan him for two seasons at a total cost of €10 million (£8.5 million/$12 million), but was obligated to buy it in 2023 for an additional €40 million (£34 million/$48 million) plus a potential €10 million variable.
Although the deal was structured to ease the strain on Juve's already overwhelmed resources, Claudio Marchisio is one of those who consider his former owner to overbid.
The retired midfielder's concerns are also understandable. Chiesa is an exciting multi-talented talent, but given the size and nature of the Juve squad, the obvious question is: where will he play?
Andrea Pirlo's response was that it didn't matter as long as he played. Whether deployed on the right or left flank, or even being asked to take on more defensive responsibilities as a supporting full-back, Chiesa excelled.
Cristiano Ronaldo contributed a lot of goals last season, but Chiesa provided a breakthrough, constantly attacking in Juve's most important games.
Nothing says more than the Champions League round of 16 loss to Porto. Chiesa pulled back a key away goal in the first leg, while Chiesa scored twice in the second half in Turin to force extra time.
So it's no surprise that he's heroic performance at Euro 2020: a man who is perfect for big occasions.
Although Ronaldo is ready to stay in Turin, Juventus now need to build their team around this person.
If this had been a normal market, the Portuguese might have disappeared.
Since coming here with a lot of fanfare from Real Madrid in the summer of 2018, he has been haggling, scoring freely and promoting the Zebras brand.
However, Juve let him down and failed to provide him with a team capable of challenging the Champions League. In fact, in that sense, it's not surprising to see former sporting director Fabio Paratici leave when his contract expires this summer. There is always someone to pay for Juve's failure in Europe.
Of course, Juve are really calculating the cost of their poor results right now, and Ronaldo's exit will alleviate the financial pressure they now face after a season without any supporters.
However, while the five-time Ballon d'Or winner has only one year left on his contract, finding a buyer in the current economic climate has so far proved impossible.
Paris Saint-Germain, Manchester United, Real Madrid – none of these super clubs can currently pay a salary of 31 million euros and a transfer fee of 29 million euros (the price Juve set to avoid the loss of players' capital) for a 36-year-old striker.
So, after weeks of uncertainty, according to The Milan Sport, Ronaldo confirmed that he would attend pre-season training on July 25 as scheduled.
Ronaldo's return, combined with Juve's struggle to get rid of players like Merriech De Miral and Aaron Ramsey, means no major signings are expected until the transfer window closes.
At the moment, the Bianconeri's main goal is to beat Arsenal to sign Sassuolo midfielder Manuel Locatelli, a very easy goal to achieve for two reasons.
First of all, the former AC Milan rising star is a Juve fan. Secondly, and more importantly, he wants to play in the Champions League season.
So even though Sassuolo rejected the old woman's first bid of €30 million (£26 million/$35m), it is expected that the proposed deal will eventually pass, most likely with one or two Juve players as a supplement.
This will be a good value for money purchase. As he proved at Euro 2020, Locatelli is a brilliant all-round midfielder whose goal is to score goals and his arrival will provide Juve with an exciting core of young players.
Dejan Kulusevski may not have settled down at Juve as quickly as Chiesa did, but as he demonstrated at Euro 2020, the Swedish winger has the potential to become a world-class player, while the 21-year-old Matthijs de Ligt will only go and get better.
It is doubtful whether Locateli's addition will be enough to turn Juve into Champions League challengers, but the return of Massimiliano Allegri as coach will certainly help.
Keep in mind that he led the old woman to two finals during his first coaching in 2015 and 2017 and seems to be rejuvenated two years after he quit the tournament.
His job was not easy, though. This Juve team is frustratingly unbalanced.
Allegri is adaptable but there's a feeling that for now he has a group of strikers who are best suited to 4-2-3-1 formations that played such a key role in Juve's 2017 game against Cardiff, but the mixed midfielders are better suited to play 4-3-3.
Of course, since Giorgio Chiellini is likely to re-sign the club after leading Italy to Euro 2020 glory, there are clearly people who will try to use three-man defense, and Juve's past success has been based on three-man defense.
Still, while there is still some uncertainty about how Allegri's side will line up and whether Ronaldo will stay or leave, there is no doubt that Chiesa will be key to their hopes for success.
The Lion of Wembley is ready to become the leader of Juventus.