Winning Isn't Important for Juventus, it's the Only Thing That Matters - That's the Problem

"Winning isn't important, it's the only thing that matters."

It's the motto of Italy's biggest and most successful football club. 

"Winning isn't important, it's the only thing that matters."

The motto of a team accustomed to winning.

"Winning isn't important, it's the only thing that matters."

The motto of a team that have won 36 Serie A titles, two European Cups, 13 Coppa Italia's, two Intercontinental Cups and three UEFA Cups.

"Winning isn't important, it's the only thing that matters."

The motto of a team that have won seven consecutive Scudetti, and are on course for eight in a row after accumulating for 75 points from 27 league games so far this season. 

"Winning isn't important, it's the only thing that matters."

But ahead of Tuesday's clash with Atletico Madrid in the UEFA Champions League, Juventus find themselves in a position they rarely find themselves in: on the cusp of defeat. 

"Winning isn't important, it's the only thing that matters."

Juventus are on the brink of a humiliating UEFA Champions League exit. 

"Winning isn't important, it's the only thing that matters."

And when 'winning' is 'the only thing that matters', a defeat like the one Juve could suffer on Tuesday night is a disaster. 

"Winning isn't important, it's the only thing that matters."

A complete disaster.

"Winning isn't important, it's the only thing that matters."

It would be a defeat that would affect Juventini more than a win ever could. 

"Winning isn't important, it's the only thing that matters."

It would be a soul crushing defeat. 

"Winning isn't important, it's the only thing that matters."

A defeat that would lead to #AllegriOut trending worldwide - despite all of his previous success at the club. 

"Winning isn't important, it's the only thing that matters."

That's the problem with the club's motto.

"Winning isn't important, it's the only thing that matters."

'Winning' a game like the one on Tuesday night no longer has as much emotional significance as losing it would. 

"Winning isn't important, it's the only thing that matters."

Granted coming from two goals down against Atletico Madrid would be an incredible achievement, but when the expectations of a fanbase are to win the UEFA Champions League, making it through to the quarter finals isn't really a 'win'.

"Winning isn't important, it's the only thing that matters."

Making it through to the UEFA Champions League quarter finals is expected. 

"Winning isn't important, it's the only thing that matters."

In fact, winning the UEFA Champions League is expected. 

"Winning isn't important, it's the only thing that matters."

And when winning is expected; it has very little significance.

"Winning isn't important, it's the only thing that matters."

A win is par.

"Winning isn't important, it's the only thing that matters."

For a club's fanbase that have witnessed their side win 80% of their 200 games at the Allianz Stadium, a single win is forgettable.

"Winning isn't important, it's the only thing that matters."

Winning no longer affects Juventini. 

"Winning isn't important, it's the only thing that matters."

Despite it being the 'only thing thing that matters'. 

"Winning isn't important, it's the only thing that matters."

What has the ability to affect Juventini, above all else, is defeat.

"Winning isn't important, it's the only thing that matters."

Because for fans of a football club who win week in week out, losing is jarring. 

"Winning isn't important, it's the only thing that matters."

Losing shocks.

"Winning isn't important, it's the only thing that matters."

Losing evokes disappointment. 

"Winning isn't important, it's the only thing that matters."

Losing - unlike winning - evokes emotion. 

"Winning isn't important, it's the only thing that matters."

Gonzalo Arroyo Moreno/GettyImages

So on Tuesday night, Juventus will be looking to avoid those emotions. 

"Winning isn't important, it's the only thing that matters."

On Tuesday night - despite being in the midst of one of the most successful periods in the club's history - Juventus will be looking to avoid exclamations of 'crisis' around the peninsula. 

"Winning isn't important, it's the only thing that matters."

On Tuesday night, Juventus will be looking to avoid the club's most harrowing defeat in a decade. 

"Winning isn't important, it's the only thing that matters."

On Tuesday night, avoiding this defeat will be more important than 'winning.'

"Winning isn't important, it's the only thing that matters."

Because on Tuesday night, Juventus can't win. 

"Winning isn't important, it's the only thing that matters."

Juventus can only really win on 1st June 2019. 

"Winning isn't important, it's the only thing that matters."

In the Wanda Metropolitano.

"Winning isn't important, it's the only thing that matters."

In the UEFA Champions League final. 

JAVIER SORIANO/GettyImages

"Winning isn't important, it's the only thing that matters."

So until then, 'winning' doesn't exist.

"Winning isn't important, it's the only thing that matters."

'Winning' doesn't matter. 

"Winning isn't important, it's the only thing that matters."

Each successful step toward the UEFA Champions League final will be greeted with a sigh of relief, rather than a cheer. 

"Winning isn't important, it's the only thing that matters."

Defeat will be greeted with boos and jeers. 

OSCAR DEL POZO/GettyImages

"Winning isn't important, it's the only thing that matters."

On Tuesday night, one of the aforementioned sounds will ring around the Allianz Stadium.

"Winning isn't important, it's the only thing that matters."

On Tuesday night, winning isn't important, avoiding the most damaging defeat in a decade is the only thing that matters.