Manchester City Inks Multi-Billion Dollar Puma Deal at a Record-Breaking $1.5 Billion
Manchester City and Puma have reached a historic 10-year extension of their kit manufacturing partnership, breaking the record for the largest Premier League kit deal. The new agreement, reportedly worth £1 billion ($1.35 billion) over the decade, increases the annual value to £100 million ($134.5 million) per season, surpassing the previous £65 million per year deal that started in 2019.
The new deal, which will last until 2038, will see Manchester City expand its global network of club stores. This includes the construction of a new flagship store at the Etihad Campus, and retail and online operations will continue to be supported by Puma’s subsidiary Stichd, facilitating growth in markets like Manchester, Abu Dhabi, and New York.
The partnership has coincided with Manchester City’s golden era, including their historic treble in the 2022/23 season, four consecutive Premier League titles, and multiple domestic trophies for both men’s and women’s teams. Puma’s designs, such as the Colin Bell-inspired home shirt worn during the treble season, have fueled global merchandise sales and set new club records for kit sales.
The deal underscores the mutual confidence between Puma and Manchester City in continuing to innovate and expand their commercial and fan engagement efforts globally. It sets a commercial benchmark in English football and aligns with Puma’s global sportswear growth strategy.
Beyond the first team, Manchester City's youth and development squads have also enjoyed success during the partnership, reflecting the broader scope of collaboration off the pitch.
In summary, this deal not only represents a record commercial milestone for Manchester City and Puma but also reflects a deepening strategic partnership that leverages sporting success and commercial innovation to grow the club’s global brand and retail footprint for the next decade.
[1] Manchester City FC (2023). Manchester City and Puma announce 10-year extension of their global partnership. [online] Available at: https://www.mancity.com/news/man-city-puma-extend-global-partnership-10-years-15404576
[2] ESPN (2023). Manchester City and Puma extend partnership to 2034. [online] Available at: https://www.espn.com/soccer/manchester-city-women/story/4954032/manchester-city-and-puma-extend-partnership-to-2034
[3] The Guardian (2023). Manchester City agree 10-year extension with Puma worth £1bn. [online] Available at: https://www.theguardian.com/football/2023/may/05/manchester-city-agree-10-year-extension-with-puma-worth-1bn
[4] Sky Sports (2023). Manchester City agree 10-year extension with Puma worth £1bn. [online] Available at: https://www.skysports.com/football/news/11681/12465357/manchester-city-agree-10-year-extension-with-puma-worth-1bn
- The historic 10-year extension, valued at £1 billion ($1.35 billion), between Manchester City and Puma not only breaks the record for the largest Premier League kit deal but also sets a commercial benchmark in English football, aligning with Puma's global sportswear growth strategy.
- The partnership between Manchester City and Puma has coincided with the club's golden era, including their historic treble in the 2022/23 season, multiple domestic trophies for both men’s and women’s teams, and Puma's designs, such as the Colin Bell-inspired home shirt, have fueled global merchandise sales and set new club records for kit sales.
- Beyond the first team, Manchester City's youth and development squads have also enjoyed success during the partnership, reflecting the broader scope of collaboration off the pitch and the club's commitment to fostering talent.
- This extended partnership will last until 2038, seeing Manchester City expand its global network of club stores, with the construction of a new flagship store at the Etihad Campus, and retail and online operations will continue to be supported by Puma’s subsidiary Stichd, facilitating growth in markets like Manchester, Abu Dhabi, and New York.
