English Premier League soccer giants Manchester City have extended their long-term global partnership with German sportswear manufacturer Puma.
The long-term deal, reportedly set to span more than 10 years, is said to be the most lucrative such deal in Premier League history, with a reported value of £100 million ($134 million) per season, if the contract lasts the minimum 10 years.
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Beginning with the upcoming 2025-26 campaign, the deal will run through at least the 2034-35 campaign, with Puma to manufacture all Manchester City men’s, women’s, and youth category kits as well as associated apparel and teamwear.
Additionally, Puma’s subsidiary STICHD, Manchester City’s retail partner and the operator of the club’s online store, will expand its remit and look to open new flagship Manchester City in-person stores in new locations globally.
Puma first partnered with Manchester City in 2019 in a 10-year agreement through the 2028-29 season that has now been upgraded.
Since that partnership was launched, City have won the English Premier League four times, including the 2022-23 campaign where the team secured a historic treble, capped off by the club’s first UEFA Champions League triumph.
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By GlobalDataSpeaking on the new deal, Puma chief executive Arthur Hoeld commented: “Puma’s partnership with Manchester City has been a great success both on and off the pitch.
“Trophies, a perfect stage for our performance products, and commercial success, were exceptional.”
That initial deal was lucrative in itself, worth around £65 million per year, but this expansion now puts it in the stratosphere of the largest kit partnerships in global soccer.
Indeed, per the GlobalData Sport Kit Suppliers in Major European Soccer Leagues 2024-25 report, last season only three sides, City rivals Manchester United ($128.4 million), and Spanish giants Real Madrid( $142.9 million) and FC Barcelona ($142.9 million) pulled in more money through their kit partnerships.
This is rarified air for City to be in, putting the club at an elite level that even major European giants like Bayern Munich and Paris Saint-Germain cannot match.
Manchester City’s owners, Abu Dhabi United Group, own several soccer clubs globally through its City Football Group (CFG) investment vehicle.
Puma’s association with City Football Group extends across that Portfolio.
Puma currently has deals in place with several clubs in the CFG infrastructure, including Australia’s Melbourne City FC, Belgium’s Lommel SK, France’s ESTAC Troyes, Italy’s Palermo FC, India’s Mumbai City FC, and Uruguay’s Montevideo City Torque, as well as other clubs such as Spain’s Girona that CFG holds a minority stake in, and Bolivia’s Bolivar, which is a CFG “partner club”.
New York City is not part of the deal because of MLS’s league-wide partnership with Adidas, the rival German sportswear firm.
Most recently, Brazil’s Esporte Clube Bahia, the newest CFG addition, added Puma as kit manufacturer back in March.
This highlights the continued strong relationship between the CFG and the sportswear brand, which will continue despite CFG’s continued substantial losses in the 2023-24 season.
