Juventus Extends Partnership with Adidas until 2037

Serie A club Juventus has announced the extension of their partnership with German sportswear giant Adidas until June 2037 — the €408 million deal will take effect after the current contract expires.

The existing agreement will continue until June 2027, before the new contract begins for the 2027-2028 season covering all Juventus teams.

“This renewal fills us with pride and testifies to the synergy between these two great companies,” stated Maurizio Scanavino, Juventus CEO.

“We’re delighted to extend our partnership with the most decorated club in Italian football for 10 more years,” said Sam Handy, General Manager of Adidas Football.

The iconic black-and-white club emphasized that the new deal valuation excludes additional royalties for exceeding sales targets or variable components linked to sporting achievements. Adidas also maintains long-term partnerships with elite clubs including Manchester United, Real Madrid, and Bayern Munich.

Previously, Juventus also announced a main sponsorship deal with US car manufacturer Jeep, worth €69 million until June 2028.