Real Madrid extends partnership with Adidas until 2034, a 'historic' deal according to Florentino Perez

Real Madrid and Adidas are extending their partnership by eight additional years, until 2034, the two parties announced Wednesday. The collaboration between the German brand and the Madrid club dates back to 1980, representing more than four decades of alliance.

In the official statement, Real Madrid emphasizes that this partnership notably coincided with eight Ligue des Champions victories, making it “the most fruitful partnership in world football.” Florentino Perez, freshly re-elected club president until 2030, spared no superlatives: “This agreement we are sealing today is the most important in the history of football.”

The Madrid president also stressed the identity dimension of the contract: “The strategic alliance between Real Madrid and Adidas has allowed us, over these three decades, to experience one of the most wonderful periods in our history. It has also helped us continue to nurture that universal feeling that is madridismo.”

On Adidas’s side, CEO Bjorn Gulden hailed “one of the longest and most successful partnerships in sport.” He mentioned the group’s desire to continue developing technical equipment for the team as well as lifestyle products for supporters around the world.