Real Madrid and adidas Extend Partnership Until 2034 in One of Football's Most Valuable Commercial Relationships.

Roger Hampel

Image: Real Madrid

Real Madrid and adidas have agreed an eight-year extension of their long-standing partnership, keeping the German sportswear giant as the club's technical partner until 2034.

Since formally beginning in 1980, the relationship between Real Madrid and adidas has developed into a global commercial platform spanning match apparel, lifestyle products, retail distribution and licensing.

A Partnership Built on Global Retail Demand Real Madrid

The commercial significance of the relationship extends well beyond the pitch. Real Madrid consistently ranks among the world's best-selling football clubs for replica shirts and licensed merchandise, while adidas continues to use the club as one of the flagship properties within its global football portfolio.

Over the years, the partnership has produced some of football's most commercially successful kit launches, including anniversary editions, heritage collections and lifestyle apparel designed to reach consumers beyond traditional football audiences.

The agreement therefore protects a revenue stream that is increasingly linked not only to sporting success but also to fashion, retail and consumer products.

Executive Comments

Real Madrid president Florentino Pérez described the renewal as a defining moment in the club's commercial history.

“This agreement we seal today is the most important in the history of football. The strategic alliance between Real Madrid and adidas has helped us during these three decades to experience one of the most wonderful periods in our history.”

adidas CEO Bjørn Gulden highlighted the strategic value of maintaining a relationship with one of the world's most successful football clubs.

“This is one of the longest and most successful partnerships in sports. Real Madrid is a very special club with an impressive history.”