Adidas secures decade-long sponsorship worth €408m
Juventus has signed a new 10-year sponsorship agreement with Adidas, making it one of the longest running football manufacturer deals in Europe.
The deal, announced June 19, is worth a reported €408m. The new agreement will beginat the start of the 2027/28 Serie A season, concluding in June 2037. The current agreement with Adidas will end in June 2027.
Juventus has partnered with Adidas since 2015 and has manufactured kits for the Turin club ever since the 2015/16 season. The end of the latest sponsorship deal will see the partnership exceed 20 years.
During its time with Adidas, Juventus have won six Scudetto’s and five Coppa Italia trophies, albeit the last several years have seen the club fail to win the league title since 2020 after winning nine consecutive titles from 2012-2020.
“This renewal fills us with pride and testifies to the synergy between these two great companies,” said Maurizio Scanavino, Juventus CEO.
“Together, we will continue to develop products, create unique experiences, ambitious projects, and contaminations that speak the language of new generations, with the aim of bringing fans even closer to the club, making it an integral part of their daily lives, their passions, their identity.”
Another European giant secured
The latest sponsorship agreement ties another European football club into a long-term contract with Adidas, as the German sportswear company continues to compete with rival Nike.
Adidas currently manufactures kits for some of Europe’s largest football clubs, including Real Madrid, Manchester United, Liverpool and Bayern Munich. The company has also been paying out significantly to retain these clubs.
In March 2025, Adidas confirmed Liverpool will return to the company after more than 10 years. The Premier League champions are also expected to make more than double from Adidas than it previously earned from its former kit sponsor Nike, signalling Adidas’ intent to retain and pry away clubs from their US rivals.
“We’re delighted to extend our partnership with the most decorated club in Italian football for a further 10 years,” added Sam Handy, General Manager of Adidas Football.
“Since the club joined Adidas in 2015, we’ve enjoyed some incredible moments together; moments which have seen the club dominate on-pitch and collect 28 trophies across the men’s and women’s teams.
“We look forward to continuing to provide players with cutting-edge sportswear technology and fans with more iconic jerseys and lifestyle apparel until 2037.”
