The deal
English Premier League soccer giants Manchester City and major German sportswear manufacturer Puma have extended their long-term kit supply partnership for another 10 years.
The renewed deal is said to be the most lucrative such deal in Premier League history, worth up to £1 billion (£1.2 billion).
Puma first partnered with Manchester City in 2019 in a 10-year agreement through the 2028-29 season that has now been upgraded and renewed early.
The new agreement sees City competing with the likes of local rivals Manchester United, and Spanish heavyweights Real Madrid and Barcelona for the biggest kit deals in the world.
Why it matters
Man City’s extension with Puma illustrates the commercial power the club have generated during a hugely successful period under manager Pep Guardiola.
Per the GlobalData Sport Kit Suppliers in Major European Soccer Leagues 2024-25 report, last season only Manchester United ($128.4 million), Real Madrid( $142.9 million) and 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.
Last December, City announced Premier League-record revenue of £715 million in their most recent accounts covering the 2023-24 season.
Commercial revenue for the 12 months increased from £341.4 million to £344.7 million.
Puma has renewed despite the club being embroiled in a lengthy legal case with the Premier League after they were charged City with 130 breaches of its profit and sustainability rules in 2023.
City have frequently denied wrongdoing and an independent tribunal began hearing that case on September 16, with a verdict still pending.
Conrad Wiacek, GlobalData Sport's head of analysis, has commented: “Manchester City's new deal with Puma highlights the growth of their brand since the takeover of the club by Abu Dhabi. While the threat of charges relating to 115 breaches of Premier League rules still hang over the club, this has not impacted their commercial power with Puma committing to the club for the next decade.
“With success on the pitch now expected as opposed to desired and a rebuild under way after a period of dominance, the pressure is on Manchester City to maintain the high level of success that has become the norm under the Abu Dhabi regime.
“While lacking the star power of city rivals Manchester United and not yet at the same level as Real Madrid or Barcelona, this deal shows that City are certainly on the right trajectory to reach the heights established by those superstar clubs. Puma's focus on 'lifestyle' brands and going beyond sport to be part of culture also suggests that City's appeal off the pitch is growing too.”
The detail
Puma’s new contract with City has a reported value of £100 million per season, if the contract lasts the minimum 10 years.
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.
Since the initial partnership was launched six years ago, 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.
