Manchester City Signs Record £1 Billion Kit Deal with Puma.

Roger Hampel

Image: Manchester City

Manchester City FC has extended its partnership with German sportswear giant Puma in a record-breaking kit deal reportedly worth around £1 billion ($1.35 billion) over at least the next 10 years, according to a report by Reuters. The deal is now considered the most lucrative kit manufacturer contract in the history of the Premier League, and one of the most valuable globally.

The new agreement, which will reportedly pay City £100 million annually, surpasses Manchester United’s £900 million deal with Adidas, signed in 2023. It also significantly improves on City’s previous contract with Puma, which was valued at £65 million per year when signed in 2019.

Commercial Benchmark for Premier League Clubs

The updated Puma partnership is expected to set a new standard for Premier League commercial valuations, especially in the kit and merchandise category. With global fanbases, multi-platform content distribution, and premium retail activations, top-tier English clubs continue to drive massive value in the apparel and licensing sector.

For Manchester City, this renewal secures long-term financial stability and consolidates its identity with a brand that has been deeply embedded in its recent history of success.

Reuters notes that the deal positions Puma ahead of its key rivals in the Premier League kit sponsorship market and may influence future negotiations for clubs seeking new technical suppliers.

City’s Dominance on the Pitch Drives Off-Pitch Value

Manchester City’s commercial growth has been bolstered by sustained sporting success. Since 2020, the club has captured four consecutive Premier League titles and achieved a historic treble during the 2022–23 season. While City did not lift a major trophy last season, their brand value and global appeal remain among the highest in club football.

The announcement comes one month after City participated in the FIFA Club World Cup 2025 in the United States and just weeks before the club begins its 2025/26 Premier League campaign, set to kick off on August 16 against Wolverhampton Wanderers.

Strategic Importance of Long-Term Kit Deals Manchester City Puma

Long-term kit agreements like this provide clubs with financial predictability and global merchandising infrastructure. Puma’s distribution channels, retail partnerships, and marketing platforms offer City a wide-reaching commercial engine across Europe, Asia, and North America.

For Puma, the renewal secures visibility with one of football’s most consistently performing clubs, both domestically and in Europe.