Manchester City have inked a monumental 10-year extension with sportswear giants Puma in a deal reportedly worth £1 billion ($1.34 billion), cementing the most lucrative kit sponsorship in Premier League history.
This new agreement, which runs until 2035, raises the annual value of the club’s kit supply arrangement with Puma to a staggering £100 million per year, up from the previous £65 million-per-year deal that began in 2019.
The financial package surpasses even Manchester United’s £90 million per year agreement with Adidas, signed in 2023, making it the highest-earning kit deal in the English top flight to date.
The renewed partnership was confirmed on Tuesday, with both clubs and Puma executives hailing the move as a major milestone for football marketing and brand synergy.
Ferran Soriano, CEO of City Football Group, which owns Manchester City, said the collaboration with Puma had gone far beyond the traditional supplier relationship.
READ ALSO: Manchester City thrash Juventus to top group
“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,” Soriano said in a statement. “Puma have seamlessly integrated into our organisation, and we have enjoyed many historic moments together, engaging fans globally.”
Puma CEO Arthur Hoeld echoed the sentiment, stating: “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.”
While Real Madrid and Barcelona are reported to have kit deals slightly exceeding £100 million per year, Manchester City’s contract with Puma places them firmly among the global elite in commercial revenue generation from apparel sponsorships.
The deal comes at a time of mixed results on the field for City. Despite dominating English football in recent years under manager Pep Guardiola, the 2024/25 season ended without silverware — the first trophy-less campaign since 2016–17.
The team finished third in the Premier League, fell in the FA Cup final to Crystal Palace, and suffered an early exit from the Club World Cup at the hands of Saudi Pro League side Al-Hilal.
Despite the sporting setback, City’s commercial success remains robust. The Puma deal affirms the club’s international brand value and its growing commercial footprint.
Analysts say the partnership is not just about shirts but includes a broader collaboration in fan engagement, global campaigns, and merchandising strategy across multiple continents.
The agreement is also a major win for Puma, which continues to challenge Nike and Adidas in the global football kit market.
By securing one of Europe’s top clubs for another decade, Puma gains consistent exposure in both domestic and UEFA competitions, as well as across a loyal international fan base.
Punch Newspaper
