Juventus president Andrea Agnelli has urged his players to clinch a third successive Serie A title for the first time in 80 years, saying this season is "a date with history".
The Bianconeri have not dominated the Italian game to such an extent since the 1930s, and Agnelli appealed to the team not to "let this opportunity get away from us".
In a letter to shareholders and members, published on the club's website, he wrote: "We must not have any fear, but we need to be alert. History never ends.
"I've frequently referred to this season as 'a date with history'. I can reaffirm that. It's not since the thirties of the last century that Juventus have managed to win three Scudetti in a row. This just goes to show how steep the climb we have just commenced is." (http://www.juventus.com/juve/it/news/la+lettera+di+andrea+agnelli+agli+azionisti_2013). Juve's resurgence on the pitch has been matched by their success off it, with Agnelli announcing record earnings in 2012-13.
And the president wrote: "Three years ago, the current management assumed responsibilities with a dual objective: financial sustainability and a return to total competitiveness on the field.
"Both of these components remain essential in my vision of Juventus in future years, so this record for me is only an intermediate stage and not an end result."
But he said others needed to follow his club's example at the end of a week that saw only two points gained by the three Serie A representatives in the Champions League, Juve drawing 2-2 with Galatasaray.
"Juventus have transformed. We've known how to reconstruct a winning culture," he wrote. Now we need to be effective in lobbying those who govern football for the necessary reforms to ensure Italy returns to being a leader in Europe.
"Over the past 12 months, our country has not taken any steps forward in that respect. While other leagues in more evolved countries are increasing their revenues as well as increasing their competitiveness, Italy, or rather the Lega Serie A, remains immobile somewhere in the middle, at risk of being blown away.”