One of the most talked-about off-pitch stories among Rossoneri fans is growing louder again: the possible switch of kit manufacturer from Puma to Adidas. It is a topic that keeps resurfacing with increasing frequency around the Milan world and, while there is still no official confirmation, it deserves a closer look at the numbers, the timeline and the emotional weight it carries for the club and its supporters.
The Puma deal: figures and expiry date
First, one firm fact: the current contract with Puma runs until 2028. This means that, barring an extraordinary early termination — practically inconceivable without serious legal consequences — there will be no change of kit sponsor before that date. The club has publicly stated that it is satisfied with the Puma partnership, a position that is entirely understandable: with an active agreement in place, any official statement in favour of a rival brand would be both counterproductive and legally risky.
Currently, Milan receives from Puma an estimated €25 to €30 million per year, with bonuses tied to European competition qualification and participation. It is a solid deal, but one that — according to the rumours circulating — could be significantly exceeded by a potential agreement with Adidas, a brand whose kit sponsorship contracts with top European clubs regularly exceed that threshold by a substantial margin.
Adidas: more than a brand, a piece of Rossoneri history
The appeal of a hypothetical partnership with Adidas is not purely financial. For a large portion of the Milanista fanbase, the Three Stripes are inextricably linked to the most glorious chapters of the club’s history: magical Champions League nights, iconic league titles, the Milan that ruled Europe under Silvio Berlusconi. Adidas dressed the champions who wrote football history wearing the red and black shirt.
It is an emotional bond that goes far beyond shirt design: it is collective memory, identity, belonging. It is no surprise, then, that many supporters look at this prospect with excitement and nostalgia, as a potential return to the club’s roots.
Puma: commendable work, but the heart has its reasons
It would be unfair not to acknowledge the solid job Puma has done during its partnership with Milan. Several collections have been well received, and the brand has accompanied the club through important moments, including the current season’s away kit, which has earned widespread praise. The iconic strip worn during the 2021-22 Scudetto-winning season remains a cherished memory for all fans, for obvious sporting and emotional reasons.
However, in terms of global positioning and the ability to amplify the Milan brand worldwide, Adidas would offer a superior level of visibility, with a distribution network and communications presence that reach every corner of the planet.
What happens in 2028?
The rumours are clear: 2028 is the date to circle in the diary. It is in that window that Milan will be able to genuinely assess the offers on the table and decide which technical partner to take into the next chapter of the club’s story. Given that Europe’s leading clubs compete for the attention of major kit sponsors years in advance, it is reasonable to expect that negotiations — should they materialise — will begin to heat up between 2026 and 2027.
For more background on this story and the early journalistic reconstruction of events, you can read our dedicated feature on the possible return of Adidas as Milan’s kit sponsor.
For now, one thing is certain: Milan will continue to take to the pitch in Puma kit at least until 2028. But the future — the real future — could bring the Three Stripes back. And for many Rossoneri supporters, that would feel like coming home.
