adidas and Real Madrid Extend Partnership Through 2034

adidas is locking in its most important club relationship for another decade. With an eight-year extension running through 2034, the brand keeps Real Madrid at the center of its football strategy, blending on-pitch performance with global culture reach. The focus is clear: adidas and Real Madrid extend their partnership, and adidas and Real Madrid announce 8-year partnership extension running through 2034.

Partnership scope and duration

The new agreement secures adidas as Real Madrid’s Official Kit Supplier through 2034. That includes on-pitch apparel for all Real Madrid teams and culture-wear for players and fans. In practical terms, every major Real Madrid side, first team, Academy, Genuine teams, the rapidly rising women’s team, and the Real Madrid Basketball team, will continue to wear the Three Stripes.

This renewal extends a relationship first formalized in 1980 and re-established in 1998/1999. Across more than 35 years together, Real Madrid have claimed eight UEFA Men’s Champions League titles while wearing adidas kits. The extension cements this as adidas’ most successful club partnership to date, both in length and in silverware.

Design legacy and product direction

The collaboration has consistently balanced performance and symbolism. Kits like the 2011/2012 gold-trimmed home shirt mirrored the club’s “royal” status during a record-breaking LaLiga campaign. The 2001/2002 Centenary home kit, an ultra-clean, all-white design, became iconic after Zinedine Zidane’s Champions League final volley turned it into a permanent image in football history.

adidas pairs technical performance wear with culture-led product. On the pitch, the brand has outfitted players such as Zidane, David Beckham, Toni Kroos, and Jude Bellingham with best-in-class jerseys and equipment. Off the pitch, it has created lifestyle and supporter lines that allow fans to carry madridismo into daily life. The latest home jersey follows that pattern, bringing deep green and bold pink details into a design that highlights the finer elements of the crest.

Strategic importance and future focus

Both sides frame the extension as a strategic alliance rather than a routine renewal. Real Madrid president Florentino Pérez calls it “the most important in the history of football,” noting that the partnership has underpinned one of the club’s most successful eras and helped nurture madridismo as a global feeling. That language positions adidas not just as a supplier, but as a long-term co-author of the club’s modern history.

adidas CEO Bjørn Gulden emphasizes continuity and ambition. He points to the partnership as one of the longest and most successful in sport, and reiterates the goal of delivering the best products for performance, alongside lifestyle pieces that let fans show support “both in the stadiums and on the streets.” This signals that future work will push in two directions at once: sharper on-field innovation and broader off-field collections tuned to Real Madrid’s global fan base.

Why this extension matters

For players, fans, and collectors, adidas and Real Madrid announce 8-year partnership extension running through 2034 confirms that one of football’s defining kit relationships will carry on uninterrupted into the 2030s. It stabilizes the visual identity of the club, preserves a deep archive of shared design language, and gives both sides a clear runway for future projects, from heritage-inspired drops to new performance technologies.

In a landscape where club–brand deals often shift with commercial winds, this extension reinforces Real Madrid and adidas as a long-term pairing built on trophies, iconic kits, and a global culture footprint. It ensures that, for another generation of madridistas, the Three Stripes will remain part of what it means to wear white.