Real Madrid renew adidas kit deal until 2034

Real Madrid have agreed an eight-year extension with adidas that will keep the German sportswear group as the club’s kit supplier until 2034.The renewal follows quickly after Real Madrid’s main sponsorship extension with Emirates, signalling a strategy of securing long-term certainty around the club’s biggest commercial pillars.Real Madrid described the adidas relationship as the most successful partnership in world football and said the agreement was first formalised in 1980.The club linked the partnership to sustained on-pitch dominance, saying they have won eight Champions League titles wearing adidas.The contract underpins one of the most valuable categories in football, combining elite performance kit supply with lifestyle product sales that travel globally through retail, tours and digital commerce.Real Madrid said the collaboration has also been defined by kit designs that connect to club heritage and fan identity rather than only technical performance.The club pointed to signature shirts such as the 2011–12 kit with gold detailing and the 2001–02 centenary jersey, which has remained a strong reference point for collectors and retro drops.Florentino Pérez, Real Madrid president, stated: “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. It has also served to continue nurturing this universal feeling that is madridismo.”The language is aimed at reinforcing the partnership as a strategic alliance rather than a supplier contract, with the club positioning adidas as part of the institutional identity it sells globally.Bjørn Gulden, adidas chief executive, commented: “This is one of the longest and most successful partnerships in sports. Real Madrid is a very special club with an impressive history. I am extremely proud that the three stripes continue to be part of this extraordinary success story.“We look forward to continuing to create the best products for the team, helping them perform at the highest level, and offering fans around the world attractive lifestyle products that allow them to show their passion and support for the club, both in the stadiums and on the streets.”The extension also fits a wider trend among elite clubs to prioritise long-duration agreements with top-tier global brands, with kit supply now as much about international retail scale and category breadth as it is about matchday visibility.