Real Madrid signs new €1bn kit deal with Adidas

Real Madrid has secured a significant financial boost by extending its kit partnership with Adidas until at least 2034. The new eight-year agreement is reportedly the most lucrative in world football, surpassing rivals Barcelona's deal with Nike.

The club's previous contract with Adidas, set to expire in 2028, was valued at approximately €120 million annually. The terms of the new deal are understood to be substantially higher, especially when considering Real Madrid's share of sales from Adidas outlets. This strategic alliance, which dates back to 1998, has been instrumental in the club's successful history, according to Real Madrid president Florentino Perez.

Adidas CEO Bjorn Gulden highlighted the long-standing and successful nature of the partnership, expressing pride in continuing to support Real Madrid's achievements. The German sportswear giant views the club as a flagship partner, having collaborated with iconic players like Zinedine Zidane, David Beckham, and Jude Bellingham during their tenures.

Real Madrid has established itself as a leading income generator in football, becoming the first club to exceed €1 billion in annual revenues during the 2023-24 season. Adidas is currently experiencing a strong period, partly due to its partnerships with other major clubs such as Manchester United, Liverpool, Arsenal, and Bayern Munich.