Juventus Secures Landmark Adidas Partnership for $468M Until 2037
Juventus has locked in a lucrative extension of its partnership with Adidas, running until 2037 and valuing at 408 million euros. The agreement ensures continuation of the current contract until 2027, with a subsequent decade-long extension. Juventus CEO Maurizio Scanavino expressed pride in this strategic alliance.
Juventus, the illustrious Serie A giant, has announced the extension of its technical partnership with the German sportswear leader Adidas until June 2037. The groundbreaking agreement is worth 408 million euros, securing the Italian club's future post-2027.
Juventus' CEO, Maurizio Scanavino, hailed the renewal as a moment of pride and a testament to the strong synergy between the two global entities. From the 2027-2028 season, the deal will encompass all Juventus teams, maintaining the legacy of their iconic black and white shirts.
Adidas' General Manager, Sam Handy, expressed delight in continuing the collaboration with Italy's most successful football club. With this step, Adidas reinforces its presence in European football, where it also partners with Manchester United, Real Madrid, and Bayern Munich.
(With inputs from agencies.)
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- Serie A
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- 2027
- 2037
- Maurizio Scanavino
- sportswear
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