Update: Italian giants Juventus have officially announced a major, long-term extension of their technical partnership with Adidas. The new deal will prolong the collaboration for an additional ten years, securing the partnership until at least 2037.
Juventus Extends Adidas Kit Deal Until 2037
The original partnership between Juventus and Adidas began in the 2015-2016 season. This new ten-year extension will commence after the previous agreement expires, meaning the collaboration will span a total of at least 22 years.
Maurizio Scanavino, CEO of Juventus, commented: "Together, we have not only walked the football pitches of the world, but we have also undertaken innovative collaborations that have extended our boundaries into the world of fashion, music, and design."
The official announcement emphasizes that the renewed partnership will continue to expand beyond the pitch, with a strong focus on innovative collaborations that merge sport with culture.
Are you happy to see Juventus and Adidas commit to each other for another decade? Let us know in the comments below.