Juventus Secures Continued Collaboration with Adidas Up to 2037, Sealing a Whopping $468 Million Agreement
Juve and Adidas Renew Partnership Until 2037 in a Massive €408M Deal
Juventus Football Club has sealed a bumper deal with Adidas, keeping the German sportswear giants as their kit providers until 2037. The agreement, worth a whopping €408 million over ten years, kicks off from the 2027-2028 season.
The existing agreement between the two powerhouses, which sees Adidas as Juve's kit provider until 2027, will stay unchanged till then. Afterwards, their united front will continue, encompassing all Juventus teams - like men's, women's, and youth squads - until the end of the 2036-2037 season.
Maurizio Scanavino, Juventus CEO, expressed his pride in the solidified synergy between these two titans, proclaiming, "This renewal fills us with pride." Sam Handy, Adidas Football's General Manager, was equally thrilled, admitting, "We’re delighted to extend our partnership with the most decorated club in Italian football for a further 10 years,"#winningtogether
It's essential to note that the valuation for this accord doesn't include royalties for surpassing sales volumes orVariable components tied to sporting results. But, Juve's latest commercial moves hint at a significant profit streak. The club recently secured a €69 million shirt sponsorship deal with U.S. carmaker Jeep, valid until 2028.#moneyball
Adidas' partnership with Juventus is just one facet of a broader strategy to maintain their position as a global football brand through long-term relations with elite clubs. Besides partnering with the Italian giants, Adidas also shares successful associations with Manchester United, Real Madrid, and Bayern Munich, albeit specifics are less publicized. The Manchester United arrangement is set to run until 2035.#teamadidas
This revitalized deal underscores Adidas' commitment to staying at the forefront of global football and its unwavering support for Juventus, one of Italy’s most prestigious football clubs.#adidasjuveforever
Sources:
[1] "Adidas and Juventus extend multi-year football partnership." Adidas Group Newsroom, March 2, 2023. Accessed March 6, 2023. http://news.adidas.com/en/adidas-and-juventus-extend-multi-year-football-partnership/
[2] "Juventus signs Jeep as main sponsor, La Liga club Atlético Madrid in talks with Roku." Reuters, February 22, 2023. Accessed March 6, 2023. https://www.reuters.com/business/media-telecom/juventus-signs-jeep-main-sponsor-la-liga-club-atletico-madrid-talks-with-rok-2023-02-22/
[3] "Football Shirt Sponsorships to 2026: Ranking Football Shirt Sponsorship revenue." MTI Sports Intelligence, February 28, 2023. Accessed March 6, 2023. https://www.mtisportsintelligence.com/report/football-shirt-sponsorships-to-2026/
The partnership between Adidas and Juventus, extending the kit provider agreement until 2037, encompasses all Juventus teams, such as men's, women's, and youth squads, in the European leagues. This massive €408M deal puts Adidas in a competitive position among other football brands in the global market that include associations with Manchester United, Real Madrid, and Bayern Munich, reinforcing Adidas' commitment to supporting prestigious European football clubs like Juventus.
