By Andrea Caropreso
Index
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Juventus and Adidas will continue their commercial partnership for the years to come. The new ten-year deal was signed just as the Club World Cup kicked off — a strategic move to give more visibility to the club’s technical sponsor, especially considering Juventus is currently playing in the U.S. The new agreement will guarantee Juventus a significant financial inflow which, at a time like this for Italian clubs, is undoubtedly an important part of commercial revenues to be recorded in the balance sheet.
Agreement until 2037
Juventus strengthens its strategic alliance with Adidas by extending the technical sponsorship contract until the end of the 2036/37 season. This long-term deal reinforces an already decade-long relationship and, starting from the 2027/28 season, will provide the Bianconeri with a solid financial foundation to face future challenges.
The new agreement, made official via a club statement, includes a total fixed payment of €408 million over ten years. While this figure doesn’t place Juventus among the highest-earning clubs in Europe, it remains a key source of financial stability. Additional bonuses related to sporting results and commercial performance are not included in the fixed amount and could further increase yearly revenues.
A relationship born in 2015 and grown over time
The partnership between Juventus and Adidas began in the 2015/16 season, with an initial six-year deal worth €139.5 million. In addition to that amount, the agreement included royalties and the management of licensing and merchandising — elements that immediately marked a strong synergy between the German brand and the Turin-based club.
In 2019, the first renewal arrived: an eight-year deal until 2027, with a minimum value of €408 million and a €15 million bonus recognizing excellent commercial performance and growing international visibility. However, recent seasons without UEFA Champions League qualification led to reduced payments: from 2023 to 2027, the fixed annual payments ranged between €35.75 and €38.7 million, with performance-related bonuses increased.
Scanavino’s comments and the new face of Juventus
Juventus CEO Maurizio Scanavino expressed great satisfaction with the renewal:
“This agreement fills us with pride and reflects the synergy between two major players. It’s not just a sponsorship, but a shared vision that embraces football, fashion, music, and design. Together, we’ll continue to develop innovative projects and speak the language of new generations.”
The Adidas agreement fits into a broader strategic plan that also includes new shirt sponsorships with Jeep and Visit Detroit. The latter, in particular, signals the club’s intent to strengthen its international presence, especially in the North American market, as shown by participation in the Club World Cup and strong promotional efforts in the U.S.
