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.

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.