financetom
Business
financetom
/
Business
/
Soccer-Juventus extend Adidas partnership to 2037 in $468 million deal
News World Market Environment Technology Personal Finance Politics Retail Business Economy Cryptocurrency Forex Stocks Market Commodities
Soccer-Juventus extend Adidas partnership to 2037 in $468 million deal
Jun 19, 2025 4:37 AM

*

Current deal unchanged until 2027, new contract from 2027/2028

*

408 mln euros fee excludes royalties or performance bonuses

*

Adidas to supply kits for all Juventus teams

ROME, June 19 (Reuters) - Juventus have extended their technical partnership with German sportswear giant Adidas until June 2037, in a deal worth 408 million euros ($468 million) over a decade, the Serie A club said in a statement.

The current agreement between the two parties, which runs until June 2027, will remain unchanged, the Italian club said.

The new contract will then take effect from the 2027-2028 season and cover all Juventus teams until 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, famed for their black and white shirts, said the valuation for the new agreement does not include additional royalties for exceeding certain sales volumes or variable components linked to sporting results.

"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 have won the Italian league title more than any other rival club.

Juventus and Adidas joined forces from the 2015/2016 season.

The German sportswear group has a long-term partnership in place with English Premier League club Manchester United ( MANU ) which runs until 2035, and also works with other teams including Real Madrid and Bayern Munich.

Juventus said last month that U.S. carmaker Jeep will pay 69 million euros to become its main shirt sponsor until June 2028. ($1 = 0.8715 euros) (Writing by Francesca Piscioneri Editing by Keith Weir)

Comments
Welcome to financetom comments! Please keep conversations courteous and on-topic. To fosterproductive and respectful conversations, you may see comments from our Community Managers.
Sign up to post
Sort by
Show More Comments
Related Articles >
Copyright 2023-2026 - www.financetom.com All Rights Reserved