Serie A giants Juventus have entered into a new 10-year sponsorship agreement with Adidas. The deal, worth a reported €408m, is one of the longest-running football manufacturer deals in Europe, and represents huge news for Foot Italia readers and Italian football fans alike.
The partnership between Juventus and Adidas dates back to 2015, with Adidas manufacturing kits for the Turin club since the 2015/16 season.
The new agreement will commence at the start of the 2027/28 Serie A season and conclude in June 2037, extending the partnership beyond 20 years.
During their time together, Juventus have clinched six Scudettos and five Coppa Italia titles. Despite a recent dip in form, the club's history of success is undeniable, having won nine consecutive league titles from 2012-2020.
A Synergistic Relationship
Maurizio Scanavino, Juventus CEO, expressed his pride in the renewal, highlighting the synergy between the two companies. The partnership aims to develop products, create unique experiences, and ambitious projects that resonate with new generations. The goal is to bring fans even closer to the club, making it an integral part of their daily lives, passions, and identities.
This latest sponsorship agreement ties another European football club into a long-term contract with Adidas. The German sportswear company continues to compete with rival Nike, manufacturing kits for some of Europe’s largest football clubs, including Real Madrid, Manchester United, Liverpool, and Bayern Munich.
In a strategic move, Adidas confirmed in March 2025 that Liverpool would return to the company after more than 10 years. The Premier League champions are expected to make more than double from this deal than they did under their previous partner Nike, signalling Adidas’ intent to retain and pry away clubs from their US rivals.
Sam Handy, General Manager of Adidas Football, expressed his delight at extending the partnership with Juventus. He reminisced about the incredible moments they've shared since 2015, which saw the club dominate on the pitch and collect 28 trophies across the men’s and women’s teams.
Adidas look forward to continuing to provide players with cutting-edge sportswear technology and fans with more iconic jerseys and lifestyle apparel until 2037.
The partnership between Juventus and Adidas is not just about sportswear - it's about creating a legacy and fostering a sense of identity among fans.
