Aksel Kryhlmand
We’re delighted to extend our partnership with the most decorated club in Italian football
ROME, Italian football powerhouse Juventus has officially extended its partnership with Adidas until June 2037 in a blockbuster €408 million ($468 million) agreement that reinforces one of the longest-standing kit relationships in elite European football.
Deal Details
The new 10-year contract will come into effect starting with the 2027–28 season, once the current agreement expires in June 2027. The extension ensures that Adidas will remain the official kit supplier for all Juventus teams, from the men’s first team to youth and women’s squads, until the end of the 2036–37 season.
This renewal fills us with pride and testifies to the synergy between these two great companies, said Maurizio Scanavino, Juventus CEO.
The €408 million valuation applies strictly to the base agreement and does not include royalties from merchandise sales or performance-related bonuses, meaning the final financial impact of the deal could be significantly higher.
Adidas Speaks
We’re delighted to extend our partnership with the most decorated club in Italian football for a further 10 years, said Sam Handy, General Manager of Adidas Football.
Adidas has been the official kit provider for Juventus since the 2015–16 season, helping shape some of the club’s most modern visual identities while celebrating its historic black and white stripes.
Context & Comparisons
This extension solidifies Adidas’ grip on elite football branding. The German sportswear giant also has long-term deals with:
- Manchester United (until 2035)
- Real Madrid
- Bayern Munich
The deal positions Juventus among Adidas’ most valued global assets, a relationship that has grown increasingly profitable amid the club’s recent domestic resurgence and global expansion.
Strategic Moves
The Adidas extension follows Juventus’ recent announcement of a new shirt sponsorship deal with Jeep, worth €69 million through 2028. These moves reflect the club’s strategy to diversify and lock in revenue streams amid increasing competition in global football.