Manchester City and global sports company PUMA have announced an extension to our long-term strategic partnership, which since the 2019/20 season has exceeded all expectations on and off the pitch.
The contract extension will allow Manchester City and PUMA to continue to innovate and create products that appeal to the club’s ever-growing global community of fans over the coming seasons.
PUMA has celebrated many successes with the club during the partnership - most notably the Treble-winning 2022/23 season, four consecutive Premier League titles, and several domestic cup wins for the men’s first team and an FA Cup and League Cup victory for Manchester City Women.
During the partnership, Manchester City’s Elite Development Squad (EDS) have also secured four Premier League 2 titles while the Under-18s have won two FA Youth Cups and were named Premier League National Champions on three occasions.
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Commercially, Manchester City and PUMA have set new club sales global records, in addition to co-creating iconic, best-selling kits such as the 2022/23 Colin Bell inspired home shirt worn during the Treble-winning season.
PUMA and Manchester City have introduced industry-leading innovations both in terms of product and marketing campaigns over the past seasons.
In 2022, we launched a kit in the metaverse for the first time with partner Roblox and more recently invited City fans to design a future kit by using AI technology.
PUMA’s subsidiary STICHD is the retail partner of Manchester City and helped expand the club’s retail footprint with the opening of City Stores in Manchester Arndale, within the ‘City Challenge’ in Yas Mall, Abu Dhabi and the four-month pop-up City Store at Rockefeller Centre, New York last summer.
Manchester City’s online store ManCity.com is also operated by STICHD. As part of this new long-term partnership there is a commitment to continue the global expansion of the City Store network including a new flagship store as part of the ongoing development of the Etihad Campus.
Manchester City have also supported PUMA with sustainability initiatives such as its innovative RE:FIBRE recycling project.
Since 2024, all Manchester City replica shirts are manufactured using RE:FIBRE materials that were recycled from factory off-cuts, faulty goods, and pre-loved clothing as the primary source of material.
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Ferran Soriano, Chief Executive Officer of City Football Group, said: “We joined forces with PUMA with the ambition to challenge ourselves and go beyond the expectations. We have achieved this and more over the last six seasons.
“PUMA have seamlessly integrated into our organisation, and we’ve enjoyed many historic moments together, engaging fans globally. Today’s renewal and extension solidifies our relationship and projects it to an even brighter future.”
Arthur Hoeld, PUMA Chief Executive Officer, said: “PUMA’s partnership with Manchester City has been a great success both on and off the pitch.
“Trophies, a perfect stage for our performance products and commercial success were exceptional.”
PUMA are also partner of City Football Group clubs Melbourne City FC, Girona, Lommel, Mumbai City FC, Montevideo, Palermo, Bolivia and most recently Bahia and ESTAC.