In 1980, Fiorentina was bought by Flavio Pontello, from a rich house-builder family. He quickly changed the team's anthem and logo, leading to some complaints by the fans, but he started to bring in high-quality players such as Francesco Graziani and Eraldo Pecci from Torino, Daniel Bertoni from Sevilla, Daniele Massaro from Monza and a young Pietro Vierchowod from Sampdoria. The team was built around Giancarlo Antognoni, and in 1982, Fiorentina were involved in an exciting duel with rivals Juventus. After a bad injury to Antognoni, the league title was decided on the final day of the season, when Fiorentina were denied a goal against Cagliari and were unable to win. Juventus won the title with a disputed penalty, and the rivalry between the two teams erupted.

The following years were strange for Fiorentina, who vacillated between high finishes and relegation battles. Fiorentina also bought two interesting players, El Puntero Ramón Díaz and, most significantly, the young Roberto Baggio.

In 1990, Fiorentina fought to avoid relegation right up until the final day of the season, but did reach the UEFA Cup final, where they again faced Juventus. The Turin team won the trophy, but Fiorentina's tifosi once again had real cause for complaint: the second leg of the final was played in Avellino (Fiorentina's home ground was suspended), a city with a lot of Juventus' fans, and emerging star Roberto Baggio was sold to the rival team on the day of the final. Pontello, suffering from economic difficulties, was selling all the players and was forced to leave the club after serious riots in Florence's streets. The club was then acquired by the famous filmmaker Mario Cecchi Gori.i