Adidas and Real Madrid have extended their long-term partnership, the two sports giants announced Wednesday. The eight-year deal runs through 2034.
Financial details were not disclosed, but Spanish newspaper Diario AS tabbed the annual average at €120 million ($139 million based on current exchange rates). The average would be a tick higher than the extension Adidas signed with Manchester United in 2023, which is worth a minimum of $121 million per year. The United tie-up was 10 years, while the Madrid agreement is two years shorter and worth roughly $1.1 billion.
Real Madrid president Florentino Pérez, who won reelection Sunday in a landslide, called the agreement the “most important in the history of football” in the announcement. Adidas CEO Bjørn Gulden vowed to continue to provide “exciting” lifestyle product for fans to show their support for the club in “stadiums and on the streets.”
Adidas and Real Madrid, which first partnered in 1980, have been connected for 35 years, with an 11-year break starting with the 1986-87 season (Hummel and Kelme were partners). Madrid has won eight Champions League titles wearing the three-stripe jerseys. The deal also includes Real Madrid’s academy, women’s and basketball teams.
