Juventus and Adidas New Kit Deal (Value Breakdown)
Juventus signed new 10-year (2027/37) kit deal extension with Adidas in June 2025. However new kit deal which starts from 2027/28 season will have reduced yearly terms of €40.8 million a year. Their current partnership (active until 2026/27 season) is the most lucrative in Italian Serie A with Adidas paying the club guaranteed €43 million plus royalties and percentage of merchandies sales proceeds.
Juventus-Adidas New Kit Deal But At Lower Financial Terms:
The new 10-year contract is worth €408 million in total which will bring in guaranteed €40.8 million a-year plus around 10% of Juventus related sales proceeds through Adidas channels. The lower terms on the new deal are because of Juventus off-the field legal issues which has kind of affected their on the pitch performances as well.
Juventus and Adidas initially started their partnership back in 20215 with the 6-year (2015/21) deal which was re-negotiated back in 2019 for further 8 years making it the most lucrative in Italian football. We breakdown their new contract and how its compared to previous one.
| KIT CONTRACTS DETAILS | New Contract | Current Contract |
|---|---|---|
| Duration | 8 Years (2019/27) | 10 Years (2027/37) |
| Guaranteed Yearly | €40.8 million | €43 million |
| Royalties & Merchandising | 7% of all proceeds from club’s kit sales and merchandising | 10% of Juventus related proceeds |
| Performance Bonuses | €3 million for winning any major trophy | — |
History of Juventus Kit Partnerships:
From 21 year kit deal with Kappa to 12-year spell with Nike, we breakdown each of the major kit deals Juventus has signed since 1979.
| Kit Supplier | Yearly Payments | Duration |
|---|---|---|
| Adidas (New Deal) | €40.8 million | 10 years (2027/37) |
| Adidas (Current) | €43 million | 8 years (2019/27) |
| Adidas | €23 million | 6 years (2015/21) Replaced by new contract in 2019 |
| Nike | €8–15 million (rising in later years) | 12 years (2003/15) |
| Lotto | €1 million | 3 years (2000/03) |
| Kappa | --- | 21 years (1979/2000) |
| In-House | --- | Until 1979 |