Juventus Secures Massive €408 Million Deal with Adidas, Extending Partnership Until 2038
Juventus has solidified its financial strength by signing a lucrative new sponsorship agreement with Adidas valued at around €408 million, or approximately Rp6.8 trillion. This contract extends the partnership between the club and the global sports brand until 2038, with Adidas committing to pay roughly €43 million annually for the rights to feature on Juventus' jerseys. The deal stands as one of the most significant sponsorships in football history, reinforcing Juventus' status among Europe’s wealthiest clubs.
Beyond traditional jersey sponsorship, Adidas will play a deeper role in the club's activities by hosting Juventus’ preseason training camp at its headquarters in Herzogenaurach, Germany. This unique collaboration highlights the growing integration between the brand and the club, creating opportunities that go beyond standard marketing deals and adding value to both parties.
Juventus also confirmed that major sponsors Jeep and Visit Detroit will continue to appear on their jerseys for the 2025-26 season. The contract reflects negotiations led by Francesco Calvo, whose efforts before leaving for Aston Villa left Juventus with a strong financial foundation. This agreement enhances the club’s ability to attract top talent and maintain competitiveness on and off the field.
Overall, the partnership with Adidas underscores Juventus’ appeal as a global football powerhouse and a magnet for top-tier commercial partners. The deal not only boosts the club’s revenue but also strengthens its presence in the global sports business landscape, setting a benchmark for future sponsorship agreements.
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