Manchester City has extended its partnership with Puma. The kit sponsor has been secured for at least ten years. Reportedly, the deal is worth more than one billion euros.
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In 2019, Manchester City entered into a landmark agreement with Puma valued at 75 million euros per season, a deal that already positioned the club among the top earners in football kit sponsorships.
Now, just a few years later, that partnership has been significantly upgraded and extended, reflecting not only City’s growth on the pitch but also their expanding global brand presence. The new agreement, which runs until at least 2035, is estimated to be worth an extraordinary 115 million euros per year. Over the full term, this amounts to a staggering total of 1.15 billion euros, as reported by the BBC.
This renewal represents not just a simple continuation of a commercial partnership, but a bold statement of intent from both Manchester City and Puma. It firmly establishes the club’s status as a commercial powerhouse in world football, surpassing the previous Premier League record held by Manchester United. United’s longstanding kit deal with Adidas, worth 104 million euros per season, now looks modest in comparison to City’s latest arrangement.
The significance of this deal also reverberates beyond the city of Manchester. Liverpool, the reigning Premier League champions, recently made headlines with their switch from Nike to Adidas, a move that will see them earn just over 70 million euros annually. Yet, even this high-profile change pales in comparison to what City have secured, underlining the increasing financial chasm between some of England’s elite clubs when it comes to commercial revenues.
Manchester City have themselves proudly acknowledged the groundbreaking nature of the agreement, calling it 'a global record'. Ferran Soriano, CEO of the City Football Group, emphasized the strategic and ambitious vision that has underpinned the collaboration between the club and Puma. “We joined forces with Puma with the ambition to challenge ourselves and exceed expectations,” Soriano said. “We have achieved a lot over the past six seasons, both on and off the pitch, and this new deal reflects the success and mutual trust we have built.”
Since the inception of the partnership in 2019, both Manchester City and Puma have reaped substantial benefits. On the sporting side, City have continued to dominate English football, adding multiple Premier League titles, domestic cups, and finally achieving the coveted UEFA Champions League triumph in 2023. These successes have helped catapult the club’s brand to new heights globally, increasing the appeal of their merchandise and expanding their fan base in key markets across Asia, the Americas, and Africa.
For Puma, the association with City has been equally transformative. The German sportswear giant, which traditionally lagged behind industry leaders like Nike and Adidas in football, leveraged the partnership to significantly boost its market share and visibility in the sport. Puma’s kits, often praised for their innovative designs and technical features, have become a prominent part of City’s identity during this era of dominance.
Furthermore, the partnership has extended beyond just kit supply. Both City and Puma have collaborated on numerous initiatives that blend sport, fashion, and culture. Limited edition collections, global marketing campaigns, and community engagement programs have been central to this collaboration, reflecting a modern approach to sports sponsorship that goes beyond traditional boundaries.
As Manchester City continue to grow their empire both on the field and commercially, this extended partnership with Puma ensures a stable and lucrative revenue stream well into the next decade. It also cements City’s position not just as a football club, but as a global brand with immense commercial value.
