Manchester City have extended their kit partnership with Puma for at least another 10 years, signing a landmark £1 billion deal that runs until at least 2035, making it the most lucrative kit sponsorship in Premier League history.
The new agreement, announced on July 15, 2025, is worth £100 million annually, a significant increase from the £65 million-a-year deal signed in 2019. This surpasses Manchester United’s £90 million-per-year Adidas contract from 2023 and Liverpool’s reported £60 million-per-season Adidas deal starting this season.
Since partnering with Puma in 2019, Manchester City have achieved remarkable success, winning four Premier League titles and the 2022-23 Treble, though they went trophyless last season.
The collaboration has driven record global kit sales, with the club reporting a Premier League record revenue of £715 million in their 2024 accounts, including a commercial revenue rise from £341.4 million to £344.7 million.
City Football Group CEO Ferran Soriano praised the partnership, stating, “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.” Puma CEO Arthur Hoeld echoed this, noting, “Puma’s partnership with Manchester City has been a great success both on and off the pitch,” highlighting trophies and commercial achievements.
Why the Deal Matters
According to Hugo Hensley of Brand Finance, Manchester City’s global appeal, ranking sixth among football clubs worldwide, justifies Puma’s investment. With a brand value of £1.39 billion in 2024, up 7% and second only to Real Madrid, City’s fanbase shows strong merchandise purchasing power, with 70% of fans buying replica kits annually, matching Real Madrid. Hensley noted that the £100 million-a-year deal reflects Puma’s confidence in continued returns through brand loyalty and exposure, potentially making it a bargain as Premier League commercial growth accelerates.
The deal, which also covers City’s women’s and youth teams, underscores Puma’s strategy of focusing on high-profile partnerships, unlike competitors like Adidas and Nike, who spread their investments across multiple clubs. This financial boost will support manager Pep Guardiola’s transfer budget, following £300 million spent on eight new signings in 2025, as City aim to reclaim the Premier League title.
