Manchester City have agreed a 10-year extension to their kit deal with Puma, in a contract worth up to £1billion - the biggest in Premier League history
ORLANDO, FL - JUNE 26: Manchester City celebrate a goal together during a FIFA Club World Cup Group F game between Mamelodi Sundowns FC v Fluminense FC at the Hard Rock Stadium on June 26, 2025 in Miami Gardens, Florida. (Photo by Chris Arjoon/Icon Sportswire via Getty Images)
ORLANDO, FL - JUNE 26: Manchester City celebrate a goal together during a FIFA Club World Cup Group F game between Mamelodi Sundowns FC v Fluminense FC at the Hard Rock Stadium on June 26, 2025 in Miami Gardens, Florida. (Photo by Chris Arjoon/Icon Sportswire via Getty Images)
(Image: Chris Arjoon/Icon Sportswire via Getty Images)
Manchester City have struck gold with the most lucrative kit sponsorship contract ever seen in the Premier League, worth a staggering £1billion.
The club has bolstered its ties with Puma by agreeing to a 10-year extension, which will see the value of the deal amount to around £100m per season.
Compared to the original £65m-a-year partnership initiated with Puma in 2019, this is a considerable step up for Man City and further highlights to the chasing pack like Newcastle United how far they are behind the Etihad outfit when it comes to commercial revenue.
Newcastle signed their own multi-year deal with Adidas back in 2024. At the time it was reported to be worth around £30m per year - a club record - but that pales compared to City's blockbuster kit extension.
It mirrors revenue differences between the two clubs overall. Newcastle United's commercial revenue reached a record high of £83.6 million in the 2023/24 season, a 90 per cent increase compared to the previous year.
This surge was driven by new sponsorship deals with Sela, Noon, and Adidas, as well as increased retail and catering activities, helping the club's overall revenue also reached a record £320.3m.
Despite those record-breaking exploits, however, they are dwarfed by City who in their last accounts announced a Premier League record revenue of £715m, more than double Newcastle's. Commercial revenue made up £344.7m of that.
Newcastle know they are playing catch-up, but under owners PIF are determined to close the gap. Ahead of their deal with Adidas, CCO Peter Silverstone told Chronicle Live: "I don’t need to tell you that Adidas have some pretty extraordinary launch plans for us, which will put us on a global marketing platform, which is fantastic.
"The bigger we build our brand, and the more profile and activation we do, the more other partners want to partner with us."
Until those revenues grow to a scale similar to City, the Manchester outfit will always have a huge advantage when it comes to PSR and purchasing players as seen by their £200m outlay in the winter, followed by another £110m once the season finished.
It is a similar story with the likes of Manchester United and Liverpool. The former held the previous Premier League record for kit deals with £90m with Adidas while Liverpool's own Adidas deal is worth £60m a year - double Newcastle's worth.
It's one of the reasons the Reds have been able to spend so big this summer, breaking the British transfer record for Florian Wirtz and making a play for Alexander Isak.
The City extension cements the pact between City and Puma until at least the 2034-35 season, with the superior figures of the agreement mirroring City's unparalleled success over recent years, even despite last season's lack of silverware. The original deal had been worth £65m a year.
Arthur Hoeld, CEO of Puma, expressed his delight with the brand's affiliation with Manchester City, stating: "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."
It is all part of City's drive to push on and become the most successful side in Europe. After a trophy-less season under Pep Guardiola, City came racing out of the blocks to gear up for the 2025-26 campaign and attempt to close the gap on Liverpool, who took their Premier League crown.
The club has bolstered its ranks with three significant acquisitions already. Midfielder Tijjani Reijnders was snapped up from AC Milan, whilst creative force Rayan Cherki was brought over from Lyon in a deal worth £34m, and Rayan Ait-Nouri made the switch from Wolves with a price tag of £31m.