Official: Juventus extend Adidas deal until 2037
Juventus have announced today that they have renewed their contract with Adidas as their kit sponsor until 2037.
After the Bianconeri deal with Nike expired at the end of the 2014-15 season, the Turin side switched to Adidas and now the brand will continue to produce kits and gear for Juventus for another ten years.
TURIN, ITALY – MAY 18: Nicolas Gonzalez of Juventus celebrates scoring his team's first goal during the Serie A match between Juventus and Udinese at Allianz Stadium on May 18, 2025 in Turin, Italy. (Photo by)
Adidas 'delighted' to extend with 'decorated' Juventus
Speaking on the deal, with quotes taken from Juventus' official website, Adidas general manager Sam Hardy said 'We're delighted to extend our partnership with the most decorated club in Italian football for a further 10 years.
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'Since the club joined adidas in 2015, we've enjoyed some incredible moments together; moments which have seen the club dominate on-pitch and collect 28 trophies across the men's and women's teams. We look forward to continuing to provide players with cutting-edge sportswear technology and fans with more iconic jerseys and lifestyle apparel until 2037.'
This new deal comes just days after Juventus agreed a contract with cryptocurrency exchange 'WhiteBit' to become the club's new sleeve sponsor and official crypto partner.
The extension with Adidas should provide an extra flow of income for the Bianconeri to navigate the transfer market, after reports earlier this week suggested that the deal is worth €408 million over the decade – amounting to approximately €43 million per season. This keeps the club in line with some of the largest sponsorship deals around Europe and will allow the Serie A side to stay competitive with rivals across the continent.
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