Milan is preparing for an important return in its history, this time off the green pitch. The Rossoneri will part ways with Puma at the end of the 2027/28 season and will return to the German giant Adidas, with whom the club experienced some of its most glorious periods.
Milan owner and RedBird Capital chief Gerry Cardinale appears to be taking seriously the goal of returning the club to the top of European football. Drawing inspiration from Donald Trump’s slogan, he was previously seen wearing a cap reading “Make Milan Great Again”.
And one of the first steps in this direction will be precisely the return of Adidas as the club’s technical sponsor. According to reporting by Sport Mediaset, the agreement between the parties will be historic for Italian football. It concerns a 10-year contract with a total value of 500 million euros, or about 50 million euros per season.
This figure places Milan in a very favorable position compared with its Serie A rivals. The new deal is expected to be higher than what Adidas has with Juventus, as well as Inter’s contract with Nike, which is worth about 30 million euros per season.
For Milan, this is a significant financial improvement, since it currently receives about 30 million euros a year from Puma. Until 2022, revenue from the technical sponsor was only 14 million euros per season.
Beyond the financial aspect, the return to Adidas also carries a special meaning for Rossoneri fans. The German company’s logo on the Milan shirt is linked to the club’s most successful periods, from the ’70s, to the era of Arrigo Sacchi and Fabio Capello in the ’90s, and to the Champions League triumphs under Carlo Ancelotti during the 2000s.