Manchester City Football Club and the global sports giant, PUMA have announced a monumental long-term extension to their highly successful partnership, securing one of the most lucrative and enduring collaborations in sports history.
The renewed agreement, reportedly valued at an astounding £100 million per year for at least the next decade, sets a new benchmark for Premier League kit sponsorships.
The initial partnership, which began in the 2019-20 season, has been a period of unprecedented success for both entities. This new deal, extending until 2035, significantly boosts the annual revenue from the previous £65 million agreement, solidifying its position as the most valuable kit deal in Premier League history on a yearly basis.
Since PUMA came on board, Manchester City have enjoyed an extraordinary run of victories, including their historic Treble-winning 2022-23 season and an impressive four consecutive Premier League titles for the men’s first team. The Manchester City Women’s team and academy squads have also contributed significantly to this period of success, further amplifying the partnership’s global reach.
Ferran Soriano, Chief Executive Officer of City Football Group, expressed his satisfaction with the partnership and said, “We joined forces with PUMA with the ambition to challenge ourselves and go beyond the expectations. We have achieved this and more over the last six seasons.
“PUMA have seamlessly integrated into our organisation, and we’ve enjoyed many historic moments together, engaging fans globally. Today’s renewal and extension solidifies our relationship and projects it to an even brighter future.”
Arthur Hoeld, PUMA Chief Executive Officer, added, “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.”
Beyond the pitch, the collaboration has fueled remarkable commercial growth, with PUMA and Manchester City setting new global club sales records for kits. The extended deal also includes plans for the continued global expansion of the City Store network, featuring a new flagship store at the Etihad Campus to enhance the fan retail experience. PUMA’s subsidiary, Stichd, will continue to manage the club’s retail operations.
PUMA’s extensive involvement within the City Football Group (CFG) extends beyond Manchester City, encompassing partnerships with numerous other CFG clubs worldwide. This includes Melbourne City FC, Girona, Lommel, Mumbai City FC, Montevideo, Palermo, Bolivia, and most recently Bahia and ESTAC, further strengthening PUMA’s presence across the international football landscape.
This record-breaking extension underscores PUMA’s unwavering confidence in Manchester City’s sustained success, burgeoning global fanbase, and unparalleled marketability. The long-term nature and significant financial commitment of the deal firmly establish Manchester City’s position as a commercial powerhouse in global football for the foreseeable future.
