Juventus sign new sponsorship deal with Adidas

Juventus have sealed a major new sponsorship deal with Adidas, extending their long-standing partnership with the sportswear giant in a contract reportedly worth €408 million.

The agreement, will see Adidas continue as Juventus’ official kit supplier until 2038, extending their existing deal which was set to expire in 2028. The new 10-year extension is valued at around €43 million per year.

This lucrative deal comes just one day after Juventus announced a separate sponsorship agreement with WhiteBIT, a cryptocurrency platform, naming it the club’s new Official Sleeve Partner.

Beyond supplying kits, Adidas will also support Juventus with pre-season preparations. Part of the 2025 summer training camp will be held at Adidas headquarters in Herzogenaurach, Germany.

Juventus had already confirmed that for the upcoming 2025–26 season, Jeep and Visit Detroit will remain the club’s primary shirt sponsors. These partnerships were secured under the leadership of Francesco Calvo, who has since left to take up a new role with Premier League side Aston Villa.

This new agreement with Adidas is another step in Juventus’ strategy to strengthen its commercial profile and boost long-term revenue as they prepare for both Serie A and FIFA Club World Cup competition.

The deal not only enhances Juventus’ financial power but also confirms Adidas’ commitment to remain a key commercial partner for the Turin-based club over the next decade.