Online Reporter
Manchester City have signed a new kit deal with Puma, worth a staggering £1 billion over at least the next 10 years, believed to be the most valuable agreement of its kind in Premier League history.
The contract, reportedly worth around £100 million per season, marks a significant jump from City’s previous £65 million a year terms.
It also surpasses Manchester United’s recent 10 year agreement with Adidas, valued at approximately £900 million.
Liverpool also inked a fresh long-term deal with the German brand, which begins this season.
Marketing analysts say Puma is betting on a decade of continued growth at Manchester City.
The move reflects Puma’s strategy of backing one or two major clubs globally, unlike Nike and Adidas, who spread their efforts across a broader roster.
“Deals have grown rapidly in recent years,” said Mark Thompson, chief revenue officer at sports data firm EngageRM. “Nike outbidding Adidas for Germany ahead of the 2026 World Cup is one example.
Puma, on the other hand, has to be more selective.”
He added: “Puma’s global strategy is built around flagship partnerships, and Manchester City is at the centre of that approach. Eight to 10 year deals aren’t unusual now, and brand visibility is everything.”
Despite the huge numbers, City still lag behind several rivals in kit and merchandise sales. According to Transfermarkt.com, Real Madrid lead the global rankings with £170 million in kit revenue.
Bayern Munich, Barcelona, and Premier League sides including United, Liverpool, Arsenal, Spurs, and Chelsea all remain ahead of City, despite the team’s recent dominance on the pitch.
This landmark deal comes as City await the outcome of 130 financial breach charges.
Last season, the club fell short of their usual standards but still secured a spot at the Club World Cup, where they were knocked out by Al-Hilal in the round of 16.
Thompson believes Puma are playing the long game. “City will keep spending on elite players. That means some of the world’s biggest stars will be wearing Puma shirts for the next decade.
The price includes that exposure, and blocks competitors out.
“In 2022, City sold over 750,000 shirts. With prices starting around £120, plus additional revenue from training gear, ads, and sponsorship assets, the numbers add up.
Puma clearly believes hitting the million-shirt mark isn’t far off.”
The brand was also behind City’s kit when they won the Treble in 2023 under Pep Guardiola.
Their “Definitely City” campaign, a nod to Oasis’s Definitely Maybe album, was another commercial win.
“Puma’s partnership with Manchester City has delivered success on and off the field,” said Puma CEO, Arthur Hoeld.
“Trophies, performance gear on the world’s biggest stages, and strong commercial returns.”
City will debut the new Puma kit when they open their Premier League season away to Wolves on August 16.
Puma’s roster also includes Neymar, Ederson and Jack Grealish, who all wear the brand’s boots.
