Adidas is set to return as AC Milan’s kit supplier, renewing its historic partnership with the Italian giants, which dates back to the club’s successful years under Carlo Ancelotti and the early 1990s. The new deal will begin in the summer of 2028 and is expected to generate €50 million per season for the Rossoneri over a 10-year period, according to La Gazzetta dello Sport.
The agreement is therefore valued at an impressive €500 million over the decade, potentially making it one of the most lucrative kit supply deals in football. Puma, whose partnership with AC Milan began in 2018 under a 10-year contract, will make way for the German sportswear giant.
The deal represents a significant upgrade for AC Milan in terms of kit supplier revenue. The club initially signed an agreement worth €12 million per year with Puma eight years ago, before the value was reportedly increased to around €30 million per season in 2022.
Adidas will now raise that figure to €50 million per year, representing an increase of approximately 66% compared with the current Puma deal. The agreement further strengthens the commercial value of the Rossoneri shirt, which already features a €30 million-per-year sponsorship deal with Fly Emirates.
Following the end of the Puma partnership, the Vismara training centre, currently known as the Puma House of Football, will also be renamed.
This is the second major commercial agreement secured by AC Milan within just a few days. Last week, a €650 million deal with insurance company Generali and city rivals Inter Milan was announced for the naming rights of the new stadium, which is expected to be completed in 2031.
How Does the Deal Compare with AC Milan’s Rivals?
The agreement further strengthens Adidas’ position in the Italian football market. The German sportswear manufacturer already supplies Juventus’ kits, having signed a 10-year agreement with the Bianconeri worth €408 million one year ago.
Meanwhile, Inter Milan have been partnered with Nike since 2023 under a deal reportedly worth €30 million per season. The eight-year agreement runs until 2031.
With its new €50 million-per-year contract, AC Milan will move ahead of Inter in terms of annual kit supplier revenue, while also securing a more valuable deal than Juventus.
Adidas and AC Milan: A Historic Partnership
AC Milan and Adidas share a long-standing relationship. The German brand first supplied the Milanese club’s kits in the 1970s before returning in the early 1990s, during the successful eras of managers Arrigo Sacchi and Fabio Capello.
Adidas was also the club’s kit supplier during two of its most memorable Champions League triumphs, in 2003 and 2007, when Carlo Ancelotti was in charge.
The return of Adidas in 2028 will therefore mark another chapter in one of the most recognisable partnerships in AC Milan’s history.