Real Madrid president Florentino Perez is demanding Adidas up their offer to continue as kit partners.
Perez believes Adidas are enjoying a bargain in their deal, with Real now the most successful club in the world and currently experiencing a golden era.
Don Balon says further strengthening Perez's case is Adidas' falling out with AC Milan.
The Real president believes with the cash saved over their deal with Milan, Adidas should plough that into the European champions.
Perez believes it is time for Adidas to now make their kit deal with Real Madrid the richest in the game.
