Gleison Bremer of Juventus during a training session at JTC on May 15, 2025 in Turin, Italy. (Photo … More
Juventus have announced two new sponsorship deals, including a lucrative extension to the agreement with their current kit manufacturer Adidas set to be worth over €400 million ($453 million).
The Italian side are currently taking part in the 2025 FIFA Club World Cup, getting their campaign off to a fine start with a comprehensive victory over Al Ain. That 5-0 win at Audi Field in Washington DC was analysed in this previous column, but the club have seemingly been busy off the field too.
Juventus unveil new shirt sleeve sponsor
Up first was the announcement on Monday, June 16 that WhiteBIT – reportedly Europe’s largest cryptocurrency exchange by traffic – would become both the Official Cryptocurrency Exchange Partner and Official Sleeve Partner of Juventus.
According to a statement on the club’s official website, a three-year contract has been agreed and the company logo was already on display at the Club World Cup, but no financial information was released.
“We are thrilled to welcome WhiteBIT to the Juventus family, a partner that shares our commitment to innovation and excellence, both on and off the pitch.” Juve CEO Maurizio Scanavino said.
“We are strictly convinced that this collaboration will offer our fans worldwide lots of new engagement opportunities, leveraging cutting-edge technology to enhance their connection with Juventus.”
Juventus extend Adidas deal to 2017
Just a few days later, a far more significant deal was put in place. In another statement, Juventus announced that they had agreed a new 10-year pact with Adidas who supply the club with kits, warm up jackets, training gear and other clothing.
The announcement revealed that the current arrangement between the two parties – set to expire in 2027 – would remain unaltered, but that the new agreement would then immediately begin.
Starting from the 2027/2028 season and finishing at the end of the 2036/2037 campaign, Adidas will continue to be the technical partner of all Juventus teams for a total of €408 million ($467.39 million).
Juve also revealed that the figure quoted “does not include additional royalties in the event of certain sales volumes being exceeded or any variable components linked to sporting results.”
That will certainly improve Juve’s financial outlook in the long term, the club having previous announced that revenue for the 12 months to 30 June 2024 was down to €394 million ($429 million), a 22.3% decrease from the €507 million ($552 million) posted in 2023.
“This renewal fills us with pride and testifies to the synergy between these two great companies.” said CEO Maurizio Scanavino. “Together, we have not only played on football fields around the world, but we have also embarked on innovative collaborations that have extended our boundaries to the world of fashion, music, and design.
“Together, we will continue to develop products, create unique experiences, ambitious projects, and contaminations that speak the language of new generations, with the aim of bringing fans even closer to the Club, making it an integral part of their daily lives, their passions, their identity.”
“We’re delighted to extend our partnership with the most decorated club in Italian football for a further 10 years.” Sam Handy – General Manager of Adidas Football – added.
“Since the club joined Adidas in 2015, we’ve enjoyed some incredible moments together; moments which have seen the club dominate on-pitch and collect 28 trophies across the men’s and women’s teams.
“We look forward to continuing to provide players with cutting-edge sportswear technology and fans with more iconic jerseys and lifestyle apparel until 2037.”
