AC Milan have reportedly agreed a landmark kit sponsorship deal with Adidas, valued at an estimated €500 million over ten years. The agreement, set to commence in the 2028-29 campaign, would see the German sportswear giant become Milan’s kit supplier once again, replacing Puma.
According to reports, the deal is worth €50 million per season, making it the most lucrative kit sponsorship in Serie A history. This significant financial boost represents a substantial increase from Milan’s current arrangement with Puma, which was initially valued at €14 million annually and later rose to €30 million per year from 2022.
Serie A’s Most Lucrative Deal
The reported agreement underscores Milan’s growing commercial appeal and financial ambition. The €50 million annual figure surpasses the deals of other Italian football giants. Juventus, for instance, signed a €408 million Adidas deal for ten years, while Inter Milan’s partnership with Nike is reportedly worth €30 million per season over an eight-year period.
The new partnership marks a reunion between AC Milan and Adidas. The German brand previously supplied the Rossoneri’s kits in the early 1990s and during the successful era under manager Carlo Ancelotti in the early 2000s. This long-term commitment from Adidas highlights the enduring global appeal of the seven-time European champions.
The substantial revenue generated from this new kit deal could provide Milan with significant resources, potentially impacting their financial fair play standing and allowing for greater investment in the squad as they aim to compete at the highest levels of European football consistently.