Manchester City Signs World’s Largest Kit Deal with Puma: £1 Billion Over 10 Years

By: Mamdoh Almalki

Manchester City announced a ten-year extension to its kit partnership with German sportswear company Puma, extending it until the summer of 2035. This is a record deal worth £1 billion.

Under the new contract, City will receive £100 million annually, compared to £65 million under the previous agreement, which was signed in 2019 and ran until 2029, before being terminated early in favor of the new agreement.

With this contract, Manchester City becomes the holder of the largest kit deal in Premier League history in terms of annual value, surpassing Manchester United, who receive £90 million annually from Adidas under a contract that runs until 2035.

City’s deal also surpasses Arsenal, who receive £75 million from Adidas, Liverpool, whose contract with Nike is worth £60 million annually, and Chelsea, who receive approximately £55 million.

Among European clubs, Real Madrid leads the list with a €110 million annual contract with Adidas, followed by Barcelona, which has a long-term contract with Nike worth nearly €100 million annually.

The new deal reflects Manchester City’s rapid commercial development, built on the sporting successes of recent seasons, most notably the historic treble in the 2022-23 season and four consecutive league titles through 2024.

Ferran Soriano, CEO of City Football Group, stated that the partnership with Puma goes beyond simply supplying sports kits. He said: “Our relationship with Puma has always been a strategic one, driven by a shared vision and global ambitions. Our sporting and commercial successes over the past years have laid the foundation for this historic deal.”

He continued: “This partnership also includes City Football Group clubs globally and reflects Puma’s confidence in our long-term project, not only in England but across all continents.” The Puma contract covers Manchester City’s men’s and women’s teams, as well as clubs affiliated with the City Group, such as Girona in Spain, New York City in the United States, Mumbai City in India, and Melbourne City in Australia.

According to British media reports, the deal includes additional provisions related to sales, global expansion, and the launch of exclusive clothing lines in collaboration with the team’s players, as part of strengthening the relationship between the club and its fans around the world.

The deal is expected to contribute to strengthening Manchester City’s commercial standing, particularly in Asian and American markets, where the club has recorded significant growth in shirt sales and digital engagement in recent years.

The deal also provides the club with additional financial flexibility in light of the increasing competition for sponsorship deals among major European clubs, at a time when commercial revenues are becoming increasingly important as a primary source of funding for player and facility spending. While some European clubs face challenges in maintaining financial stability amidst the constraints of Financial Fair Play, Manchester City appears capable of continuing its expansion, leveraging its sporting and administrative structure and the commercial expansion strategy spearheaded by the club’s owners since 2008.

The Puma deal marks a new milestone in the club’s rise as a sporting and marketing powerhouse, placing it among the world’s most profitable clubs in kit contracts. This underscores that the importance of football is no longer limited to performance on the pitch, but extends to the strength of investment and the sustainability of commercial returns.