Man City Have Agreed Record-Breaking £100m Deal with Puma | OneFootball

Manchester City and Puma’s £100m Deal: A New Benchmark in Premier League Kit Partnerships

Manchester City have once again raised the bar, this time off the pitch. As reported by The Athletic, City have agreed a monumental extension with Puma, ensuring the German sportswear giant will continue as their kit supplier for at least another decade. The deal, reportedly worth £100 million per season, is now the most valuable kit partnership in Premier League history.

Record-Breaking Figures Confirm City’s Market Power

Puma and City first joined forces in the 2019-20 season under a £65 million per year agreement. This newly negotiated deal marks a significant leap. As sources with knowledge of the agreement told The Athletic, “the kit deal is the highest-valued in Premier League history.”

Photo: IMAGO

To put this into perspective, City’s rivals Manchester United have a 10-year contract with Adidas worth £90 million per season, though performance clauses mean United will receive £80 million this season after missing out on Champions League football. Liverpool’s new Adidas deal includes a base figure but allows for increases depending on sales and performance targets.

What makes City’s agreement particularly noteworthy is that it reportedly delivers £100 million net annually, a detail clarified in the UEFA finance and investment landscape report. Unlike other clubs who report gross revenues, City outsource merchandising to stichd, a Puma licensee, and record income on a net basis.

Commercial Growth Matches On-Pitch Success

In just five years working together, Puma and City have celebrated eight major trophies with the men’s team. This success on the pitch has been matched by commercial growth, elevating City to Puma’s largest global football partner ahead of major clubs like AC Milan, Borussia Dortmund and the Portugal national team.

“The new £100 million per season figure comfortably outweighs any other agreed by rival clubs,” the article notes. This speaks not only to City’s footballing dominance but also to their growing pull as a global brand.

Financial Implications for the Big Six

According to The Athletic, in 2023-24, City earned the lowest merchandising revenues among the Premier League’s so-called “big six.” But that was largely due to accounting methods. With this deal, City are set to rocket up the rankings, potentially surpassing Arsenal (£104m) and closing in on Liverpool and United (both around £127m gross).

Chris Weatherspoon, the football finance writer who provided analysis in the article, makes an important observation: “Describing City’s new deal with Puma as lucrative is underselling the matter somewhat.” Indeed, if performance clauses are met or the base figure is guaranteed, City could reshape the commercial landscape in English football.

Outlook for Future Partnerships

This deal signals a new era where clubs must not only win trophies but also master commercial partnerships. Puma’s decision to secure City for another decade shows its confidence in the club’s ability to deliver both sporting and financial returns. For City, it reinforces their ambition to lead not just on the pitch but also in boardrooms and global markets.

Our View – EPL Index Analysis

As a passionate Manchester City supporter, this deal feels like yet another landmark moment in our club’s modern era. City have moved from being football’s disruptors to leaders, and this Puma extension proves just that.

Earning £100 million per season from a kit deal shows the respect City command in the global sports market. For years, United and Liverpool were seen as the commercial giants, but now City are catching up – and perhaps overtaking them.

The fact that Puma were willing to not only extend the deal but also increase it so substantially tells us how much value they see in City’s global brand. Eight trophies in five years, star players, a world-class manager, and a style of football admired worldwide have made City a marketing powerhouse.

As a fan, this partnership also makes me optimistic about the club’s future. More commercial income means more reinvestment in the squad, facilities, and global projects. It also means we can compete confidently with Europe’s biggest names not just on the pitch but in the commercial world.

In short, this Puma deal feels like another title win – one that ensures City’s dominance continues well into the next decade.