New Juventus agreement with Adidas worth reported 408m | OneFootball

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

TURIN, ITALY – MAY 18: Nicolas Gonzalez of Juventus celebrates scoring his team’s first goal during the Serie A match between Juventus and Udinese at Allianz Stadium on May 18, 2025 in Turin, Italy. (Photo by Chris Ricco/Getty Images)

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.