What The Juventus Adidas Deal Was Really Worth In 2018

Monday, 23 September 2019
In late 2018, Italian Serie A club Juventus announced that renewed its technical partnership with Adidas for a minimum fixed fee of €408m over eight years. Now the club’s 2018-19 financial report has revealed that the Italian club has received a big bonus from Adidas for 2018.

Juventus Receives 15 million Euro Bonus From Adidas

The Adidas Juventus deal was extended in December 2018 from 2019-20 to 2026-27 at a minimum fixed fee of €50.1m per year. However, the rights fee of €50.1m per year does not include additional royalty payments to be paid on exceeding a threshold of sales and sports performance bonuses.

So, in 2018, the year of the CR7 transfer, the “excellent performance of the commercial partnership” and “increased visibility of the Juventus brand” was recognised with an additional bonus of €15m from Adidas, This was entirely collected by the club in the first half of the 2018-19 financial year.

So, in 2018, Adidas paid Juventus 65.1 million Euro.

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