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Adidas extends Juve deal, pays massive bonus for 2018

Italian Serie A club Juventus has extended its Official Partner agreement with kit supplier adidas to June 30, 2027, according to a club statement.

The current agreement, set to expire on June 30, 2021, covered six seasons starting from 2015-2016.

Under the new, eight-season deal, from 2019-2020 to 2026-2027, adidas will pay a minimum fixed fee of €408m ($466.6m). This does not include additional royalty payments for sales and sports performance-related bonuses.

Then club revealed that adidas paid Juventus an additional bonus of €15m in 2018 ‘with respect to the excellent performance of the commercial partnership and to the increased visibility of the Juventus brand’.

Although not made explicit in the statement, this is likely to refer to shirt sales and publicity following the transfer of Cristiano Ronaldo from Real Madrid to Juventus over the summer.

The bonus was paid at the end of 2018. Other terms and conditions of the existing contract remain unchanged until the start of the new agreement in season 2019-2020.