Juventus FC: adidas signs 10-year extension as equipment supplier (2027-2037, €40.8m/year)

The German brand adidas has renewed its contract as equipment supplier and "technical partner of all Juventus (Serie A Enilive) teams", for a period of 10 seasons from 2027-28 until 2036-37, announced the Turin club on 19/06/2025.

The equipment supplier has been partnered with the Turin club since the 2015-16 season after taking over from Nike, under an agreement signed on 24/10/2013 and renewed for eight seasons (2019-2027) on 21/12/2018. Under the new partnership, adidas will pay "a total fixed consideration of €408m" or €40.8m per season. "This amount does not include additional royalties in the event of certain sales volumes being exceeded or any variable components linked to sporting results. The total annual consideration under the new contract is estimated to be in the range of the current contract," added Juventus.

Juventus, which will therefore be committed to adidas for a total of 22 seasons, has welcomed several new sponsors for 2025-26:

• WhiteBit, a Ukrainian cryptocurrency trading platform, became the club's sleeve sponsor for three seasons, i.e. over the 2025-2028…