What Man City's £1bn PUMA deal could mean for Premier League legal dispute | OneFootball

Manchester City recently signed a groundbreaking £1 billion kit deal with PUMA, marking the most lucrative commercial agreement in the club’s history and one of the most valuable in football.

The new 10-year partnership will see PUMA continue as the club’s kit supplier through 2035, dramatically increasing the value of the existing contract from £65 million to £100 million per year.

While the headline figures dominate attention, the deal carries far deeper significance for the club. In the midst of ongoing legal disputes with the Premier League over sponsorship valuations and financial rules, the agreement serves as a powerful endorsement from an independent global brand.

An independent panel earlier this year ruled that the Premier League’s “Associated Party Transaction” (APT) rules were “void and unenforceable,” following the league’s attempts to block previous City deals with Etihad Airways and First Abu Dhabi Bank. City are now challenging newly amended APT regulations and have left open the possibility of legal action depending on future rulings.

A senior executive at another Premier League club told The Guardian the PUMA contract “sends a clear message about City’s appeal to independent sponsors,” and may cast doubt on accusations that past deals were artificially inflated.

Despite scepticism from some quarters — given City’s annual merchandising revenue of £69 million lags behind Manchester United, Liverpool, and global leader Real Madrid — experts insist PUMA’s valuation is strategic and justifiable. “PUMA are highly disciplined and rigorous in their sponsorship investments,” said Ricardo Fort, former head of global sponsorship at Coca-Cola and Visa.

The German sportswear giant, which began its relationship with City in 2019, reportedly fended off competition from Adidas and Nike to retain the club. The new deal also strengthens PUMA’s ties with other City Football Group (CFG) clubs including Girona FC, Palermo, Melbourne City and others, although City remain the company’s flagship asset.

City’s commercial pull has grown in parallel with their on-pitch success. Under Pep Guardiola, the club has won 14 major trophies since 2016, including a historic treble in 2023 and four consecutive Premier League titles. Their financial performance reflects that dominance — the club posted a record £715 million in revenue for the 2023–24 season, with commercial income reaching £344.7 million.

Branding consultant Marcel Knobil noted that PUMA’s commitment not only reflects City’s sporting achievements but the long-term stability offered by their ownership. “Sponsors want to be aligned with winners — and deep pockets. City deliver both,” he said.

While neither PUMA nor City disclosed whether the agreement includes a so-called “bad faith clause” — allowing termination if City are found guilty of any of the more than 130 Premier League financial charges they face — insiders believe such safeguards are likely standard.

Manchester City declined to comment on the deal or the ongoing legal proceedings. The club continues to deny any wrongdoing.

📸 Stu Forster - 2025 Getty Images