Juventus Agrees €408m, 10-year Renewal With Adidas

Italian giants Juventus have secured a new €408 million partnership with sportswear giant Adidas, extending their long-standing relationship for another decade.

However, the deal’s structure reveals some interesting details. While the total value matches their previous agreement at €408 million (£349 million; $468 million), this contract spans 10 seasons instead of eight, effectively reducing the annual value by approximately €10 million per year.

“This renewal fills us with pride and testifies to the synergy between these two great companies,” said Juventus CEO Maurizio Scanavino in a news release.

“Together, we have not only played on football fields around the world, but we have also embarked on innovative collaborations that have extended our boundaries to the world of fashion, music, and design.”

The deal comes as Adidas continues its aggressive expansion in football partnerships. The German company has secured some of the sport’s biggest clubs, including a €128 million-per-season agreement with Real Madrid that makes Juventus’s deal appear relatively modest by comparison.

Adidas also partners with Manchester United, having signed a remarkable €1 billion, 10-year contract with the former Premier League powerhouse. That agreement includes performance clauses, with the club facing a €12 million penalty if they fail to qualify for the UEFA Champions League.

With United finishing in 15th place last season and failing to win the UEFA Europa League final versus Tottenham Hotspur, that clause kicks in.

Insideworldfootball.com