AC Milan: adidas set to succeed Puma over the 2028-2038 cycle for €50m per season (press)

adidas is set to become the equipment supplier of AC Milan (Serie A Enilive) for the 2028-2038 cycle (ten seasons), under an agreement estimated at €50m per year (i.e. a total of €500m), according to Italian media outlet La Gazzetta dello Sport on 3 November 2026.

The German brand previously served as equipment supplier of the Milan club between 1978 and 1980, between 1990 and 1993, and more recently over the 1998-2018 cycle (20 seasons), before being replaced by its counterpart Puma from the 2018-19 season, under an agreement worth €14m per year, which was revalued to €25m per season over the 2022-2028 cycle. A return to adidas would therefore enable AC Milan to double its revenue from its kit supply deal, at a time when the club's sponsorship revenue exceeded €100m for the first time in…