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Juventus and Adidas Extend Long-Term Partnership Through 2037

Juventus Football Club has announced the renewal of its long-standing partnership with Adidas, extending the agreement through June 2037 in a deal valued at €408 million. The extension represents one of the most significant and stable kit partnerships in European football, reinforcing Juventus’s elite status on and off the pitch.

A Long-Term Commitment

The current agreement between Juventus and Adidas, originally set to run until June 2027, will continue unchanged until that date. The newly extended contract will take effect from the 2027–2028 season and cover all of Juventus’s teams, including men’s, women’s and youth sides, through the 2036–2037 season.

The agreement includes a fixed annual payment of €40.8 million, providing the club with consistent financial backing over the next decade. The structure of the deal does not include additional royalties tied to sales targets or performance-based bonuses, ensuring clear financial planning for both parties.

A Partnership Built on Shared Values

Since first partnering in the 2015–2016 season, Juventus and Adidas have built a close and successful relationship grounded in shared values of innovation, sporting excellence and global appeal.

Juventus leadership has emphasized the strength of this partnership, noting the mutual commitment to pushing creative boundaries in sports apparel design and continuing to expand Juventus’s international presence. Adidas, in turn, sees the collaboration as one of its flagship partnerships in global football, contributing to the brand’s strong association with elite clubs worldwide.

Securing Future Success

This extension follows another major commercial win for Juventus: a €69 million sponsorship agreement with Jeep that will see the carmaker remain the club’s main shirt sponsor until June 2028. Together, these deals provide the club with long-term financial security and the resources needed to maintain its position among Europe’s football elite.

For Juventus, the renewed partnership with Adidas not only ensures a decade of stability in one of its most visible sponsorships but also supports its broader ambitions on the pitch and in global markets. The club will now look to leverage this strong foundation as it continues to compete for domestic and international titles in the years to come.

Sources: SportsPro, NY Times, SportBusiness