New Juventus agreement with Adidas worth reported 408m

Originally posted on Football Italia | By Susy Campanale | Last updated Jun 17, 2025 3:33 PM ET

Juventus continue to increase their revenue with new agreements, this time one worth a reported €408m with Adidas.

It comes a day after the Bianconeri announced a ‘major new partnership’ with cryptocurrency firm WhiteBIT, becoming their new Official Sleeve Partner.

Now Turin-based newspaper Tuttosport claim that the deal is done to extend Juve’s contract with Adidas from 2028 to 2038.

This should be worth circa €43m per year, reaching a total of €408m over the period of the agreement.

Juventus consolidate bond with Adidas

Adidas are also expected to be more than mere kit sponsors, but also hosting some of the summer pre-season training camp in Herzogenaurach in early August.

The Turin giants already confirmed in May that their main shirt sponsors for the 2025-26 season would be Jeep and Visit Detroit.

These were all negotiated by Francesco Calvo just before his official departure to take over a new role at Aston Villa.

This article first appeared on Football Italia and was syndicated with permission.

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