Manchester City and Puma have extended their partnership, which sets a kit manufacturer record for a Premier League club at £100 million per year ($135 million based on current exchange rates), according to a source familiar with the transaction who was granted anonymity because the details are private.
The deal has been reported in some media outlets as a 10-year agreement, but according to the same source, it is longer than that, making it worth a minimum of $1.5 billion for the first 11 years. Man City’s previous Puma deal, which kicked off in July 2019, was worth £65 million annually ($88 million).
In the news release, Puma CEO Arthur Hoeld said the partnership has been a “great success on and off the pitch.”
Man City won four straight EPL titles, including its 2022-23 “treble” season where it won Champions League and two domestic titles. Off the field, the club’s sky blue and white jerseys have become ubiquitous in cities globally, led by striker Erling Haaland’s popular No. 9. Last year, Manchester City had a pop-up store for four months at New York City’s Rockefeller Center. The club has retail outlets in Manchester and Abu Dhabi.
While its on-field success has been unquestioned, Man City has been under fire from soccer authorities over its bookkeeping. The club faces a reported 115 charges of breaking Premier League financial fair play rules from 2009 to 2018. A three-person independent panel heard the charges late last year. A ruling has been expected for some time but has yet to be issued.
Manchester United’s £90 million per year ($122 million) agreement signed in 2023 with Adidas was the previous record EPL kit deal. United is set to take a £10 million haircut next season after it failed to qualify for Champions League with its loss in the Europa League final and 15th-place finish in the Premier League.
Manchester City, the flagship club of parent company City Football Group, posted revenue of $901 million for the 2023-24 season, second behind Real Madrid ($1.13 billion) in global soccer. It included $434 million in commercial revenue from sponsorships and merchandise. That ranked third in the world after Bayern Munich ($455 million) and Real Madrid ($439 million).
Puma also partners with City Football Group clubs Melbourne City FC, Girona, Lommel, Mumbai City FC, Montevideo, Palermo, and most recently Bahia and ESTAC.
In May, Manchester City was valued at $5.16 billion in Sportico’s soccer team valuations, sixth-highest in the world and third in the EPL.