AC Milan will once again be kitted out by Adidas. How the technical sponsorship market in Serie A is changing

Adidas’s return to AC Milan’s shirts from the 2028/29 season reshapes the rankings for kit sponsorship revenue in Serie A. According to reports, the ten-year deal between the Rossoneri and the German giant is worth around €500 million, equivalent to €50 million per season: a figure that would propel the club ahead of Juventus and Inter and into the top ten European clubs.

However, bear in mind the nature of the figure. The 50 million represents the total value of the agreement, not a fixed sum guaranteed each year. It is likely to include bonuses linked to sporting results, supplies of equipment, marketing funds and commercial components such as royalties on sales. Any comparison with other contracts should therefore be made whilst taking into account financial structures that are not always consistent, and for more precise answers we will have to wait for future financial statements.

For the time being, Milan receives 24.5 million annually from Puma, according to official figures, and a substantially similar figure is also expected in 2027/28. The new agreement would only come into effect from 2028/29, bringing with it an increase in potential revenue. Juventus would be just behind Milan, having renewed its deal with Adidas for a guaranteed 40.8 million per year, followed by Inter, tied to Nike by a contract worth 28 million per year. Further behind are Roma, on around 5 million with Adidas, and Lazio: the Biancocelesti currently receive 3.9 million from Mizuno and are expected to switch to Hummel under a deal worth around 5 million a year. Napoli, meanwhile, is taking a different route, producing its kits in partnership with EA7.

In Europe, the gap remains clear. Real Madrid leads the way with 120 million a year from Adidas, ahead of Manchester City (115 million with Puma) and Barcelona (108 with Nike, set to rise).