408 million fixed income in ten years! Official: Juventus and Adidas officially renew their contract until 2037

June 19th, today, Juventus officially issued an announcement: Juventus and Adidas officially renew their contract until 2037!

The current agreement signed by the two parties is valid until June 30, 2027, and the content of this part of the agreement remains unchanged. The new agreement will take effect in the 2027/2028 season until the end of the 2036/2037 season (including the season), for a period of ten years.

Under the new agreement, Adidas will continue to serve as the official technical partner of Juventus teams at all levels during this period. During the cooperation period, Juventus will receive a total of 408 million euros in fixed income. This amount does not include additional commissions after specific sales metrics are met or floating revenue linked to team competitive performance. If these variables are taken into account and the team's expected performance in the 2024/2025–2026/2027 Strategic Plan is benchmarked, the average annual total revenue of the new agreement is expected to be roughly the same as the current contract.

This contract renewal is the result of strong collaborative cooperation between the two parties. The goal is to achieve greater goals in the future and always be committed to the pursuit of innovation and excellence. This decision is a strategic step for Juventus and Adidas, allowing both sides to continue to carry out new cooperation and jointly explore new areas.

This contract renewal has further consolidated the ten-year cooperative relationship between the two parties, showing Juventus' high attention and investment in long-term partnerships. And this cooperation is based on a common project, the common vision of growing hand in hand and reaching challenges.