Manchester City have taken a major step in consolidating their dominance both on and off the pitch by signing a staggering £1 billion kit sponsorship deal with Puma. The deal, which will run for ten years, is the largest of its kind in Premier League history and redefines the financial landscape of football’s commercial partnerships.
An Improved Partnership
The new agreement will see City earn at least £100 million per season from Puma, significantly eclipsing their previous kit deal, that was also with the German sportswear giant, which was estimated to bring in around £65 million per year and was originally set to run until 2029. Instead, both parties have opted to tear up the old deal and begin an even more lucrative partnership that will stretch into the mid-2030s.
How This Compares to Other Clubs
The £1 billion figure puts City ahead of all other English clubs in terms of kit sponsorship revenue. Manchester United's deal with Adidas, worth around £90 million per season, was previously the most lucrative in the Premier League. This new deal not only beats that total but also sends a message to the global footballing world: Manchester City are not just a powerhouse on the field — they are now a commercial juggernaut.
Since teaming up with Puma in 2019, City have enjoyed an era of unprecedented success. The club has won multiple Premier League titles, a domestic treble, and finally clinched the UEFA Champions League crown, a feat that had eluded them for years. With their global brand continuing to grow and their fanbase expanding far beyond English borders, Puma has seen a substantial return on their investment.
City's Financial Issues
The announcement comes at a time when scrutiny around financial fair play and sponsorship valuations is intensifying. Manchester City are still facing a number of charges from the Premier League relating to alleged breaches of financial regulations, including questions over the value and independence of past sponsorships. This latest deal, though massive, is understood to have been structured carefully to reflect current market values and avoid further regulatory complications.
