Report: Juventus, adidas set to extend their partnership through 2038

We’ve been hearing a decent amount about contract extensions over the last few weeks. No matter if it’s been Juventus’ old front office or the beginnings of the new one tha took over a the beginning of the move, locking in long-term contracts have been something that have been rumored to happen or actually been signed, sealed and delivered.

There’s also another contract extension that’s going to go longer than any of the squad’s current players will be receiving.

According to Antonio Corsa and Romeo Agresti, Juventus and adidas have come to an agreement to extend their kit manufacturing partnership through 2038. It’s a partnership that originally began ahead of the 2015-16 season with a six-year run and has since been extended another six years after that, with the two sides set to be together for at least another decade once there’s an official announcement rolled out. There are no financial details of the deal available, but it’s likely to be a sizable number considering the length of the new deal.

Juventus’ previous deal with adidas was set to expire after the 2026-27 season.

There will be some who are fine with this. There will be others who aren’t exactly thrilled that Juventus will be sticking with adidas for the next decade-plus considering some of the kits they’ve rolled out since 2015. It’s all in the eyes of the beholder, and Juventus will still cash in on their adidas partnership regardless of what you’ve thought about some of their kits lately.

(For the record, still don’t like the yellow one they rolled out this past season! Probably will never like it, but that’s just me — and I’m sure I’m not alone in that line of thinking.)

Obviously, the money aspect of it is going to be interesting considering the simple fact that Juventus just brought back Jeep as their main front-of-shirt sponsor and the price of it was not what it was the first time around. When Juve first joined forces with adidas, it was a six-year deal worth €139.5 million. That was as we were starting to hit the height of Juventus’ decade of Serie A dominance, but well before the two Champions League finals in three years. Things are, as we know, not as good now as they were then, so what the final AAV of this new contract will be is probably the most interesting bit to come out of all this.

Regardless, for any club in this day and age to be together for as long as Juventus and adidas will be is a pretty remarkable thing. Juve were with Nike for 12 years before going to adidas, while this new deal will see adidas surpass the 21-year run the Bianconeri had with Kappa (1979-2000).