Juventus extend Adidas partnership to 2037 in $468 million deal
(Reuters) - Juventus have extended their technical partnership with German sportswear giant Adidas until June 2037, in a deal worth 408 million euros ($468 million) over a decade, the Serie A club said in a statement.
The current agreement between the two parties, which runs until June 2027, will remain unchanged, the Italian club said.
The new contract will then take effect from the 2027-2028 season and cover all Juventus teams until the end of the 2036-2037 season.
"This renewal fills us with pride and testifies to the synergy between these two great companies," said Maurizio Scanavino, Juventus Chief Executive Officer.
Juventus, famed for their black and white shirts, said the valuation for the new agreement does not include additional royalties for exceeding certain sales volumes or variable components linked to sporting results.
"We're delighted to extend our partnership with the most decorated club in Italian football for a further 10 years," said Sam Handy, General Manager of Adidas Football. Juventus have won the Italian league title more than any other rival club.
Juventus and Adidas joined forces from the 2015/2016 season.
The German sportswear group has a long-term partnership in place with English Premier League club Manchester United which runs until 2035, and also works with other teams including Real Madrid and Bayern Munich.
Juventus said last month that U.S. carmaker Jeep will pay 69 million euros to become its main shirt sponsor until June 2028.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Al-Ahram Weekly
8 hours ago
- Al-Ahram Weekly
Fluminense stun Inter Milan to reach Club World Cup quarters
German Cano's header from close range gave Fluminense an early lead and they then withstood an onslaught from the Italian side in the second half before substitute Hercules sealed their victory late on. The Rio de Janeiro outfit, who qualified for the Club World Cup thanks to their Copa Libertadores triumph in 2023, become the second Brazilian side to make the last eight after Palmeiras had already sealed their quarter-final spot. Captained by 40-year-old former Paris Saint-Germain and Chelsea centre-back Thiago Silva, 'Flu' will now go to Orlando for a tie on Friday against either Manchester City or Al-Hilal. It is the latest victory for a Brazilian team against prestigious European opposition at the tournament in the United States, after Botafogo defeated PSG and Flamengo got the better of Chelsea in the group stage. Inter came to the US off the back of their 5-0 defeat by PSG in the UEFA Champions League final at the end of May and with a new coach in Cristian Chivu. They did not fully convince during the group stage despite topping their section and they found themselves trailing inside three minutes before only just over 20,000 fans at the Bank of America Stadium on another hot afternoon. A cross from the Fluminense right by Jhon Arias took a deflection off Inter defender Alessandro Bastoni and the ball then bounced awkwardly before veteran Argentine striker Cano arrived to head in through the legs of goalkeeper Yann Sommer from close range. Ignacio thought he had made it 2-0 before the interval, only for his effort to be ruled out for offside. Sommer then tipped a fine curling strike by Arias around the post just after the hour mark, before Inter began to turn up the pressure in an attempt to avoid exiting the competition. Stefan de Vrij prodded wide from close range after captain Lautaro Martinez had headed down a cross, and the latter then saw a fine shot on the turn from the edge of the box come back off an upright. Martinez had also been denied by Fluminense goalkeeper Fabio moments earlier, and confirmation that it would not be Inter's day arrived in stoppage time. On as a substitute, Hercules pounced on a falling ball and drove into the box before firing low into the corner. Federico Dimarco then hit the woodwork at the other end as Fluminense held out for the victory to keep South American hopes of glory at the tournament firmly alive. Find more details on group standings, match schedules, and competition statistics (For more sports news and updates, follow Ahram Online Sports on Twitter at @AO_Sports and on Facebook at AhramOnlineSports.) Short link:
Al-Ahram Weekly
12 hours ago
- Al-Ahram Weekly
‘It could be a disaster': Guardiola uncertain about Manchester City's next season
Manchester City's coach Pep Guardiola has admitted that participating in the ongoing FIFA Club World Cup could affect his team's upcoming season. He added that he will not make a final decision about his future until December or January. German coach Jürgen Klopp, formerly of Liverpool, has already criticized this expanded edition of the Club World Cup, calling it 'the worst idea ever implemented in football.' Guardiola and his squad are set to face Saudi Arabian side Al-Hilal on Tuesday in the round of 16 of the global tournaments. City remain the only team in the competition with a perfect record so far and is considered one of the favorites to win the title. 'Would I like to have two months to prepare for the next season? Yes, but the situation is what it is,' Guardiola said at a press conference ahead of the match against Al-Hilal. 'Many teams complain, but if they were here, they would be happy.' Expressing concerns over his players' physical and mental freshness for the next campaign, he added: 'Maybe in November, December, or January, it will be a disaster, the team will be exhausted because of the World Cup. I don't know, it's the first time this has happened.' he concluded. Find more details on group standings, match schedules, and competition statistics (For more sports news and updates, follow Ahram Online Sports on Twitter at @AO_Sports and on Facebook at AhramOnlineSports.) Short link:
Al-Ahram Weekly
15 hours ago
- Al-Ahram Weekly
Tennis: Alcaraz, Sabalenka in action on day one at sizzling Wimbledon - Omni sports
Carlos Alcaraz launches his bid for a third straight Wimbledon crown on Monday while Aryna Sabalenka seeks to banish a season of Grand Slam final misery as temperatures soared on the opening day of the championships. With London sweltering in a summer heatwave, Alcaraz will aim to maintain his red-hot form in the opening match on Centre Court against 38-year-old Italian Fabio Fognini. Having vanquished seven-time champion Novak Djokovic in the past two Wimbledon finals, Alcaraz is looking to join an elite group at the All England Club. The 22-year-old has won 29 of his 32 Tour-level matches on grass, with his last defeat at Wimbledon coming against world number one Jannik Sinner in the last 16 in 2022. Alcaraz is bidding to become the fifth man in the Open Era to win at least three consecutive Wimbledon titles after Bjorn Borg, Pete Sampras, Roger Federer and Djokovic. "I really want to lift the trophy. I'm not thinking about how many players have done it, winning three Wimbledons in a row," said the Spaniard, who beat Sinner in an epic French Open final earlier this month. "I'm just thinking that I want to prepare myself in the best way possible. Obviously, I feel a lot of confidence right now." Former England captain David Beckham will watch the action from the royal box on Centre Court, alongside ex-England manager Gareth Southgate. Mercury soars Temperatures on Monday are expected to climb to at least 33 degrees Celsius (91 degrees Fahrenheit). According to the Met Office, it is provisionally the hottest start to Wimbledon on record, with 29.7 Celsius being recorded nearby. The tournament has a heat rule that it is ready to activate to safeguard the health of the players. The rule allows a 10-minute break to be taken between the second and third sets for women's matches and between the third and fourth sets for men's matches, when the heat stress index is at or above 30.1 degrees Celsius. "The obvious point to make is that the athletes compete in temperatures like this all year on the Tour so for us Brits here at the championships it feels very hot," said Wimbledon chief executive Sally Bolton. "We do have the heat rule available to us which again is well used on the tour so we will be taking heat stress monitor readings." Sabalenka will be determined to keep her cool when the women's top seed starts her campaign against Canadian qualifier Carson Branstine on Court One. The 27-year-old Belarusian is a three-time Grand Slam champion but has suffered agonising three-set defeats in this year's Australian Open and French Open finals. Sabalenka was beaten by Madison Keys in Melbourne and Coco Gauff in Paris, with the latter defeat triggering a frustrated outburst from the loser. She was heavily criticised for claiming the Roland Garros loss was due to her own mistakes rather than Gauff's performance. "I didn't really want to offend her (Gauff). I was just completely upset with myself, and emotions overcame me. I just completely lost it," Sabalenka said. "It was a tough time for me. The lesson is learned. I was able to sit back and be open to myself, not just to ignore some things. "I really hope it will never happen again." Elsewhere on Monday, German third seed Alexander Zverev faces France's Arthur Rinderknech, while Italian women's fourth seed Jasmine Paolini, beaten by Barbora Krejcikova in last year's final, opens against Anastasija Sevastova of Latvia. There are 23 British players in the men's and women's singles, the most since 1984, with former US Open champion Emma Raducanu and Katie Boulter among those in action on Monday. A significant change this year will be the absence of line judges after a switch to electronic line calling. "It will be a little bit different and I think it'll take us a little bit of time to get used to that but we felt very much that it was time to move on," said Bolton. With thousands of people in the queue for tickets on Monday the All England Club is advising people not to travel. (For more sports news and updates, follow Ahram Online Sports on Twitter at @AO_Sports and on Facebook at AhramOnlineSports.) Follow us on: Facebook Instagram Whatsapp Short link:
