Manchester City snub Adidas and Nike sponsorship interest in favour of Puma | OneFootball

Dealmakers at Manchester City snubbed interest from rival sportswear manufacturers in favour of extending their long-standing partnership with Puma, it has been revealed.

The Premier League giants have taken another major step toward consolidating their global brand identity by committing to an extended relationship with Puma this month – the supplier behind all of the club’s kits since the start of the 2019/20 season.

While Manchester City’s previous deal with Puma was already among the most lucrative in European football, this new agreement pushes boundaries on multiple fronts, not least its unprecedented £1 billion valuation across the course of its updated contract.

The latest commitment spans an initial 10-year period, meaning Puma will remain front and centre of Manchester City’s visual identity deep into the next decade, and perhaps beyond the tenure of head coach Pep Guardiola.

Beyond the financial windfall, this deal signals continuity and stability for City off the pitch, mirroring the consistent success the club has enjoyed on it in recent years. In an era where elite clubs frequently change kit suppliers based on short-term incentives, Manchester City’s decision reinforces their confidence in Puma’s long-term vision and commitment to innovation.

According to the information of The Guardian’s Matt Hughes, Manchester City’s brand new 10-year deal with Puma, worth £1 billion across its term, also contains clauses giving the German sportswear manufacturer options to extend the partnership way beyond the initial period.

It is further revealed that Puma had to beat off rival offers from fellow sportswear giants Adidas and Nike in order to agree an extension with Manchester City this summer.

The £1 billion valuation of the new agreement makes it one of the most valuable kit deals in football history, placing Manchester City at the commercial top table alongside the likes of Real Madrid and Liverpool, while also dwarfing previous club agreements.

What sets the deal apart, however, is not just its headline value but the deeper strategic alignment it represents. City and Puma have worked together to push the boundaries of traditional kit releases, and the expanded agreement is expected to take this partnership even further, with increased emphasis on collaborative campaigns across music, culture, and digital.

Looking ahead, the clause allowing Puma to extend beyond the initial 10-year term ensures City have locked in a secure revenue stream through the early 2030s – a move that could give them a competitive advantage in UEFA’s evolving financial sustainability framework.

The news also comes as rivals across Europe look to renegotiate their own commercial terms, and Manchester City’s willingness to reject more established brands like Nike and Adidas could embolden other elite clubs to follow suit.