Juventus has extended its partnership with Adidas until June 30, 2037, in a deal worth €408 million over 10 years. This works out to €40.8 million per season, plus bonuses tied to the club’s performance on the pitch. The new agreement kicks in after the current contract expires in the summer of 2027. It’s worth noting that the original deal, signed a few years ago, was worth €55 million annually, but that figure was later reduced to €46 million per season. The downward revision was a result of the financial irregularities scandal that rocked Juventus in 2023.
New Era, Same Partners
The partnership between Juventus and Adidas began in the 2015/16 season. The two entities have clearly found value in their collaboration, as evidenced by the extension. According to Juventus, this renewal is a testament to the “strong synergy” between the club and the sportswear giant. The club says the partnership is committed to “innovation and the pursuit of excellence.” The deal allows both parties to continue exploring new opportunities and collaborations.
Key terms of the new deal include:
- A 10-year contract extension
- €408 million total value
- €40.8 million per season (plus bonuses)
- Effective from July 2027 to June 2037
The partnership between Juventus and Adidas has been a long-standing one, spanning over a decade. The extension reinforces the club’s commitment to building long-term partnerships based on shared goals and mutual development.