Senior Premier League club executive questions Manchester City ruling after Puma deal | OneFootball

Manchester City may now secure support from throughout the Premier League after their extended deal with Puma left some officials second-guessing matters.

The Etihad club’s new £1 billion partnership with the German sportswear manufacturer has not only set new standards for commercial sponsorship in English football but has also stirred renewed debate among senior figures within the domestic game.

While Manchester City have long been a dominant force on the pitch, their off-field strength in generating revenue through major global brands continues to attract scrutiny, and in this case, some apparent reconsideration.

At the heart of the issue is the ongoing dispute between Manchester City and the Premier League over Associated Party Transaction (APT) regulations – designed to prevent clubs from inflating sponsorship deals through companies linked to ownership structures.

However, City have twice challenged the enforcement of those rules, arguing that they unfairly restrict the club’s commercial growth and violate basic principles of business fairness. In a landmark ruling earlier this year, an independent panel sided with City, declaring the version of APT regulations in place at the time of those blockages was “void and unenforceable”.

That decision followed the Premier League’s rejection of two sponsorship deals involving Etihad Airways and First Abu Dhabi Bank in 2023 – deals the league believed were overvalued due to related-party concerns.

Speaking anonymously to The Guardian this week, an unnamed ‘senior executive’ at a Premier League club admitted, “This is a huge deal for City, in terms of what it says about the size of the club and their ability to attract independent sponsors.”

Continuing with reference to the Etihad club’s extended agreement with Puma, the executive said, “City have submitted two legal challenges to the Premier League’s APT rules after having two sponsorship deals blocked. But maybe those deals weren’t overvalued after all?”

The executive’s comments mark a rare show of candid doubt from within Premier League corridors of power, as clubs navigate the fine line between collaboration and competition, while also reflecting a growing concern that the original blockages enforced by the Premier League may have underestimated City’s actual commercial appeal.

With a second legal battle still pending, City are again challenging the updated APT regulations voted through by 16 top-flight clubs in November 2023 – a challenge that could result in another critical legal precedent if an independent panel finds flaws in how those new rules were applied or passed.

Importantly, Manchester City also retain the right to sue the Premier League for damages, should their claims once again be upheld – a move that could have huge financial and structural consequences across English football.

In the meantime, the Puma deal has strengthened Manchester City’s position considerably. Not only does it highlight the club’s pulling power on a global scale, but it also adds weight to the argument that their commercial model stands on independent merit, not inflated sponsorship figures propped up by ownership connections.