In a major boost for the business of football, Juventus FC has officially announced the extension of its long-term partnership with Adidas until June 2037, in a landmark deal valued at €408 million ($468 million USD).
The current agreement — set to expire in 2027 — will remain in place, after which the newly signed deal will take effect for the 2027-28 season, covering both the men’s and women’s teams as well as the club’s youth divisions until the end of the 2036-37 campaign.
“This renewal fills us with pride and testifies to the synergy between these two great companies,” said Maurizio Scanavino, Chief Executive Officer of Juventus, reinforcing the brand alignment and commercial compatibility that have defined the partnership.
A Long-Term Vision for Commercial Consistency
Adidas first teamed up with Juventus ahead of the 2015-16 season, making this collaboration one of the most enduring and high-value kit sponsorships in European football. The new contract not only solidifies Adidas’ commitment to Juventus but also aligns with the German sportswear giant’s broader global football portfolio, which includes elite partnerships with Manchester United (until 2035), Real Madrid, and Bayern Munich.
Sam Handy, General Manager of Adidas Football, stated: “We’re delighted to extend our partnership with the most decorated club in Italian football for a further 10 years.”
Deal Structure and Additional Opportunities
While the base value of the agreement is €408 million, the figure does not include variable bonuses such as royalties for high merchandise sales or incentives tied to Juventus’ sporting performance. This implies that the total financial upside for Juventus could exceed the quoted value should the club continue to deliver both on and off the pitch.
The club’s iconic black-and-white kit has become one of the most recognizable in global football, and this deal ensures that Adidas will remain at the forefront of its future evolution — from traditional kits to global merchandising, lifestyle apparel, and beyond.
What This Means for Juventus
In an era where football clubs are evolving into global lifestyle brands, this deal provides Juventus with stability, scale, and creative control over one of its most important commercial assets: the shirt. With the backing of Adidas, the club is set to further deepen its international reach and capitalize on new merchandising opportunities.
The renewal is not just a commercial win; it reflects a shared vision for innovation, brand storytelling, and global expansion between two European powerhouses in sport and style.
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