AC Milan are reportedly preparing to reunite with Adidas in 2028, ending their partnership with Puma and potentially securing the most lucrative technical sponsorship agreement in Italian football history.
According to La Gazzetta dello Sport, the German sportswear manufacturer is set to return as Milan’s official kit supplier beginning with the 2028-29 season. The proposed agreement would run for 10 years and be worth approximately €500 million, providing the Rossoneri with €50 million annually.
The reported figures represent a significant financial breakthrough for Milan, whose current relationship with Puma began in 2018 after two decades with Adidas.
The existing agreement expires on June 30, 2028, opening the door for Adidas to resume its association with one of European football’s most recognizable clubs.
However, neither Milan nor Adidas has officially announced the new partnership, and earlier reports suggested different financial terms.
According to MilanPress, the potential agreement was initially valued at approximately €30 million annually, compared with the €25.2 million Milan currently receive from Puma. The latest figures from La Gazzetta dello Sport suggest a substantially larger commitment.
The reported €500 million agreement would represent an important increase in Milan’s commercial revenue.
When Puma originally replaced Adidas in 2018, the agreement was reportedly worth approximately €14 million per season. A subsequent renewal in 2022 increased the value considerably.
The proposed Adidas contract would take Milan’s technical sponsorship earnings to another level, strengthening the club’s financial position and providing additional resources for its long-term development.
The agreement would also surpass the reported value of Juventus’ latest partnership with Adidas.
Juventus signed a 10-year extension worth approximately €408 million, equivalent to €40.8 million annually. Inter Milan, meanwhile, agreed to an eight-year partnership with Nike in 2023 worth approximately €30 million per season.
Beyond the financial implications, Adidas’ potential return carries considerable historical significance for Milan supporters.
The German company previously supplied Milan’s kits during several of the most successful periods in the club’s history, including the early 1990s and the 20-year partnership between 1998 and 2018.
During that latter period, Milan won two UEFA Champions League titles under Carlo Ancelotti, defeating Juventus in the 2003 final and Liverpool in 2007.
Those achievements helped establish a strong association between Adidas and some of Milan’s most celebrated players, including Paolo Maldini, Kaká, Andrea Pirlo and Clarence Seedorf.
The partnership also covered Milan’s 1998-99 Serie A championship under Alberto Zaccheroni and the club’s 2003-04 and 2010-11 league titles.
For Adidas, regaining Milan would represent another important addition to its portfolio of European football clubs.
The company already maintains partnerships with major teams including Real Madrid, Bayern Munich and Juventus, while its reported agreement with Milan would strengthen its position in the Italian market.
For Puma, the change would bring an end to a decade-long association with the Rossoneri, during which Milan returned to the top of Italian football by winning the 2021-22 Serie A championship.
The proposed agreement also reflects Milan’s efforts to increase commercial revenue under RedBird Capital Partners, which acquired the club in 2022.
Additional sponsorship income could help Milan strengthen its operations, support investment in the squad and improve its financial competitiveness against other leading European clubs.
Although official confirmation remains pending, the reported figures indicate that Milan are preparing for one of the most significant commercial agreements in their history.
Twenty years after Adidas’ previous long-term partnership with the club ended, the German manufacturer could once again become part of Milan’s identity, combining a celebrated footballing history with a potentially record-breaking financial agreement.
