Sponsorship: major changes for Serie A Enilive clubs for the 2025-26 season

With four clubs under contract, adidas is the most represented equipment supplier among the 20 clubs that comprise the 2025-26 Serie A Eniliv. With 12 brands, as in 2024-25, the Italian top flight has the largest number of equipment suppliers (compared with nine in the Premier League, Ligue 1 McDonald's and LALIGA EA Sports, and eight in the Bundesliga).

The most lucrative equipment supplier contract in the Italian league is adidas' deal with Juventus FC (€42m per year). This agreement has also been prematurely extended to cover the 2027-2037 cycle, i.e. a further 10 seasons. In terms of the number of clubs under contract, the German group is ahead of its rival Puma, which has partnered with three teams, including AC Milan (since 2018-19, €30m a year). Three brands (Joma, Macron and Kappa) supply the kits for two Serie A teams, while seven others are committed to just one club. Among these, US Lecce has been producing its own kit, via its M908 brand, since 2019-20.

Only one club has a new equipment supplier for the 2025-26 season: New Balance has replaced Joma at Atalanta BC, as part…