DuTi: Juventus will sign a 10-year contract renewal with Adidas, with a total contract sponsorship fee of 408 million euros

According to Turin Sports, Adidas will renew his contract with Juventus and sign a total sponsorship of 408 million euros in 10 years.

It is reported that Juventus will sign a 10-year long contract with Adidas, with a total value of 408 million euros, starting from 2028 and ending in 2038.

This is a capped contract, meaning that Adidas cannot lower the sponsorship fee, and Juventus cannot ask for more, which means that Juventus can ensure that it receives slightly more than €40 million in sponsorship revenue each year.

Juventus had previously received 55 million euros per year from Adidas, but between 2021 and 2022, Juventus was involved in a financial fraud case, so Adidas significantly reduced Juventus' sponsorship fees and even considered termination of cooperation.

Although the annual sponsorship of the new contract is less than the previous €55 million, it is still one of the most valuable sponsorship contracts in Italy and even Europe, and it has made Juventus very satisfied.