When we first heard the reporting that Juventus and adidas were going to be sticking together for another decade, the one outlying question was a rather obvious one:
How much was the new deal between the two sides going to be worth?
While not official, it looks as though we’re getting a little more clarity on that.
According to Tuttosport on Tuesday, Juventus’ new deal with adidas that will run through 2038 will be worth a whopping €408 million. Do the math real quick and the 10-year extension of the partnership that has already run a decade will be worth €40.8 million per season starting in 2028. Juve’s current deal with adidas runs through 2027 and is one that pushed the partnership between the two sides into double digits after the Germany-based company took over things ahead of the 2015-16 season. Tuttosport adds that the €40.8 million figure is down slightly from the current €43 million per season total that Juve get from adidas, citing Juventus’ off-field legal issues in 2021 and 2022 as the reason for a smaller annual price tag was negotiated down.
Tuttosport is also billing this agreement as Francesco Calvo’s “farewell gift” after Juve’s now-former managing director of revenue stepped down at the club this month to take a job with Aston Villa in the Premier League.
With the adidas re-up, Juventus still maintains the richest kit supplier deal in Italy by a considerable amount. Juve are in the top eight in Europe, with only the big five clubs in the Premier League — Chelsea, Manchester City, Liverpool, Arsenal and Manchester United — and the two-headed La Liga monster of Real Madrid and Barcelona ahead of Juventus in terms of average annual value.
According to Tuttosport, Juve’s deal with adidas had been previous worth €55 million at the height of its value.
As part of the deal, Juventus are expected to continue doing some sort of preseason activities at adidas headquarters in Herzogenaurach. For the second straight summer, Juve will train in Germany at adidas HQ, with a double friendly involving the men’s and women’s teams against Borussia Dortmund scheduled for Aug. 10.
