Juventus Extends Adidas Kit Deal Until 2037
- Deal Extension: Juventus and Adidas have extended their partnership for another ten years, ensuring their collaboration continues until at least 2037.
- Partnership Timeline: The initial partnership started in the 2015-2016 season, and with this extension, the collaboration is set to last for a minimum of 22 years.
- Broader Collaboration: The renewed partnership aims to expand beyond football, focusing on innovative collaborations that merge sports with fashion, music, and design.
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.
Good or Bad? Rexona Armpit Sponsorship on 2026 World Cup Referee Shirts
Update - Tuesday, June 23, 2026: Following our publication, Rexona contacted us to provide additional context on the activation.
According to Ben Curtis, Global Brand Vice President for Rexona at Unilever, the sponsorship is intended to highlight fourth officials, who "may not always be the focus of attention but are at the centre of some of football's most intense and anticipated moments," as part of Rexona's "It Won't Let You Down" campaign during the FIFA World Cup 2026. "They need to remain cool and calm under pressure - That's exactly why this partnership is such a natural fit for Rexona."
The 2026 World Cup referee shirts feature one of the most amusing and strategic sponsorship placements seen in football. Deodorant brand Rexona has their logo positioned directly under the armpits of the match officials' jerseys, creating a highly contextual advertising opportunity.
The Rexona logo remains largely hidden during regular play but becomes clearly visible whenever a referee raises their arms to signal a free kick, award a penalty, or issue a card. This placement perfectly matches the deodorant product being advertised, resulting in a memorable piece of marketing on the sport's biggest stage.
While this specific placement has caught the attention of fans during the 2026 tournament, it is not entirely unprecedented. A similar concept was previously executed in Brazil, where Avanço deodorant sponsored the armpits of Corinthians. However, Rexona's execution at a World Cup brings the clever concept to a massive global audience.
Adidas Al Qadsiah 26-27 Home & Away Kits Released - No More Nike
Saudi Pro League club Al Qadsiah has officially unveiled its new 2026-27 home and away kits, marking the beginning of their new partnership with adidas after switching from previous supplier Nike.
Revealed on June 23, 2026, the inaugural adidas strips feature simple, standard designs without bespoke detailing. The home kit is presented in the club's traditional red and yellow colors, while the away shirt offers a stylish white and red look.
FC Barcelona 26-27 Training Top Leaked
Images of the FC Barcelona 2026-27 training top have been leaked online by Barca kit collector @memorabilia1899.
Hamburg 26-27 Anthem Jacket Released
The new Hamburger SV 2026-27 anthem jacket has been launched.
Produced by Adidas, the jacket features a clean design based on the Adidas 2026 jacket template. It is predominantly white with contrasting black Three Stripes running down the sleeves and a black Adidas performance logo on the right chest.
