Adidas strengthens ties with Juventus in $468 million contract extension

Adidas renewed its technical partnership with the Italian football club Juventus in June 2037 in a deal worth 408 million euros ($468 million) over a decade, the Serie A team said in a statement. According to the Turin-based club, the current contract, valid until June 2027, will remain unchanged.

The new agreement will take effect from the 2027–2028 season and cover all Juventus teams through the end of the 2036–2037 season.

“This renewal fills us with pride and testifies to the synergy between these two great companies,” said Maurizio Scanavino, Juventus chief executive officer.

Juventus, known for its black and white shirts, noted that the agreement’s valuation excludes additional royalties for surpassing sales targets or performance-based bonuses.

“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. Juventus has won the Italian league title more than any other rival club.

Juventus and Adidas began their collaboration in the 2015–2016 season.

The German sportswear company also holds long-term partnerships with other top clubs, including Manchester United, Real Madrid, and Bayern Munich. It’s deal with Manchester United runs through 2035.

Last month, Juventus announced that U.S. carmaker Jeep will pay 69 million euros to remain its main shirt sponsor until June 2028.
($1 = 0.8715 euros)

(Writing by Francesca Piscioneri. Editing by Keith Weir)

FashionNetwork.com with Reuters