Manchester City have struck gold with what's rumoured to be the most lucrative kit sponsorship deal in Premier League history, penning an extension with PUMA that could ultimately swell to a staggering £1billion.
The celebrated partnership will see PUMA crafting City's kits for at least another decade, with annual earnings hitting £100million—a figure believed to be unparalleled in the Premier League annals.
Since joining forces at the commencement of the 2019/20 season with an initial 10-year agreement worth £65million annually, City and PUMA's relationship has strengthened. The new terms, extending their bond until at least the 2034/35 campaign, are testament to City's on-pitch prowess and record-shattering shirt sales during the past six seasons.
City Football Group’s CEO Ferran Soriano proudly reflected: "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."
City's on-field accolades are similarly impressive, donning PUMA attire they clinched an extraordinary treble in 2022/23 and four consecutive Premier League crowns. Meanwhile, the women's team triumphed in domestic cup competitions and the Elite Development Squad (EDS) landed four Premier League 2 titles, with the Under-18s scooping up the FA Youth Cup twice.
City's extension with PUMA paves the way for continued innovation in their kit designs, building on notable successes from their collaborative efforts. The 2022/23 kit paid homage to club legend Colin Bell, and saw an exciting launch of a kit within the Roblox metaverse.
PUMA's retail branch, STICHD, has played a crucial role as Manchester City's retail partner, significantly broadening the club’s reach with openings such as City Stores at Manchester Arndale, the 'City Challenge' in Yas Mall, Abu Dhabi, and a pop-up City Store in Rockefeller Centre, New York.
Commenting on the fruitful collaboration, Arthur Hoeld, CEO of PUMA, declared: "PUMA's partnership with Manchester City has been a great success both on and off the pitch."
He celebrated the union of sporting achievements and commercial triumphs, adding: "Trophies, a perfect stage for our performance products and commercial success were exceptional."