Adidas Makes $1.1 Billion Move 1 Day Before World Cup Kicks Off
Adidas and Real Madrid have extended their partnership once again, keeping one of football's biggest commercial relationships in place through 2034.
The new deal runs for 8 years and continues a collaboration that's been running, with only a short break, since 1980. Neither side has confirmed the full figure yet, but estimates from Diario AS put the average value at around $138 million a year, bringing the total package close to $1.1 billion.
That would put it slightly above Adidas' deal with Manchester United, signed in 2023, which is worth at least $121 million per year but stretched over a longer ten-year term ($1.1 billion in total).
Adidas and @realmadrid have extended their long-term partnership, the two sports giants announced Wednesday. The eight-year deal runs through 2034.
— Sportico (@Sportico) June 10, 2026
Financial details were not disclosed, but Spanish newspaper @diarioas tabbed the annual average at €120 million ($139 million).… pic.twitter.com/GIqloOMYQT
Real Madrid president Florentino Pérez spoke on the importance of the agreement, calling it the most significant partnership in football history.
Adidas CEO Bjørn Gulden said the focus remains on building products that fans can wear everywhere, not just in stadiums, keeping the club visible well beyond matchday.
The relationship between the two goes back more than four decades. After a brief separation in the late 80s and early 90s, they reunited and have since built one of the most successful partnerships in the sport. During that time, Real Madrid has lifted multiple Champions League trophies in Adidas kits.
The agreement also covers the entire club structure, including the academy, women's team, and basketball section.
Real Madrid is still growing off the pitch
Real Madrid's commercial strength hasn't slowed down. The club recently renewed its shirt sponsorship with Emirates, extending a partnership that has been in place since 2011 and front-of-shirt since 2013. That deal is believed to be worth around $115 million annually.
Off the field, Madrid is the most valuable club in world football, estimated at around $7.7 billion. Much of that rise has been linked to the renovated Santiago Bernabéu, completed in 2024 after a project costing roughly $1.2 billion.
On the pitch, last season was more uneven. They finished behind Barcelona in LaLiga and were knocked out of the Champions League in the quarter-finals by Bayern Munich.
Even so, the club's commercial expansion continues.
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This story was originally published June 10, 2026 at 3:00 PM.