Manchester City have signed a landmark extension with German sportswear giant Puma, securing their kit partnership for at least another decade in a deal reportedly worth over £1 billion. The agreement, which runs through 2035, marks the biggest kit deal in Premier League history, eclipsing similar high-profile contracts at Manchester United and Liverpool.
The new terms will see City earn £100 million per year, a significant increase from the £65 million-a-year agreement originally signed in 2019. The updated figure not only reflects City’s growth on the pitch but also underscores the club’s rising global brand value and commercial appeal.
Since partnering with Puma in 2019, Manchester City have enjoyed a period of extraordinary success lifting four Premier League titles and completing a historic Treble in 2023. Although they ended last season without silverware, their commercial performance remains unmatched.
In their financial results up to June 30, 2024, City reported a record revenue of £715 million, the highest ever in the Premier League. Commercial revenue alone reached £344.7 million, up from £341.4 million the previous year highlighting the club’s consistent business growth.
City and Puma have also achieved record global kit sales during their six-year partnership, solidifying the commercial strength of the collaboration.
Commenting on the renewed partnership, City Football Group CEO Ferran Soriano praised the shared vision and continued success:
“We joined forces with Puma with the ambition to challenge ourselves and go beyond expectations. We have achieved this and more over the last six seasons.”
Puma CEO Arthur Hoeld echoed the sentiment, citing the partnership’s strong returns across sporting and commercial fronts:
“Trophies, a perfect stage for our performance products, and commercial success were exceptional.”
According to industry analysts, the massive £100 million-a-year deal isn’t just about shirts it’s about brand power. City now ranks among the most valuable football brands globally, with a brand value of £1.39 billion as of 2024 second only to Real Madrid, and ahead of Barcelona, Manchester United, and Liverpool.
Fan engagement plays a key role in Puma’s strategy. A recent study across 14 global markets found that City rank as the sixth most followed club worldwide. Even more crucial for merchandise partners, 70% of City fans have purchased official merchandise the highest rate globally, matched only by Real Madrid.
This loyal customer base, coupled with City’s on-pitch prominence, makes the partnership a powerful brand-building vehicle for Puma.
This deal not only overtakes Manchester United’s £90 million-per-year contract with Adidas but also places City ahead of Liverpool, who begin a new £60 million-a-year deal with the same manufacturer this season.
The agreement is viewed by many as a forward looking investment, with Puma betting on Manchester City’s continued global expansion and dominance both in football and in the commercial space.
As football clubs increasingly resemble global media and lifestyle brands, deals like this reflect more than sporting success they reflect cultural relevance, global visibility, and consumer trust.
