Juventus and Adidas Renew Partnership Until 2037 in a Deal Valued at $468 Million

Juventus has announced an extension of its technical partnership with German sportswear powerhouse Adidas, which will run until June 2037. The agreement, valued at 408 million euros (approximately $468 million) over the next decade, was revealed in a statement from the Serie A club.

The current contract, set to expire in June 2027, will continue as is until then, according to the Italian side.

The new deal will kick off in the 2027-2028 season and will encompass all teams within Juventus until the conclusion of the 2036-2037 season.

“We take immense pride in this renewal, which showcases the strong collaboration between these two esteemed organisations,” remarked Maurizio Scanavino, the Chief Executive Officer of Juventus.

Celebrated for their iconic black and white jerseys, Juventus confirmed that the valuation for the new agreement excludes additional royalties connected to surpassing specific sales thresholds or variable elements tied to on-field performance.

“We’re thrilled to extend our partnership with the most successful club in Italian football for another decade,” stated Sam Handy, General Manager of Adidas Football. Juventus holds the record for the most Italian league titles.

Juventus and Adidas first teamed up at the start of the 2015/2016 season.

The German sportswear manufacturer also has a long-standing partnership with English Premier League giants Manchester United, which is set to last until 2035, along with collaborations with other prominent clubs, including Real Madrid and Bayern Munich.

Furthermore, Juventus announced last month that American automotive manufacturer Jeep will invest 69 million euros to serve as its primary shirt sponsor until June 2028.