On July 15, 2025, Manchester City announced the renewal of its partnership with Puma in a record-breaking £1 billion deal, equivalent to roughly R$7.5 billion, valid until 2035. Signed in Rio de Janeiro during an official club event, the agreement sets the highest annual value ever recorded in the Premier League, at £100 million per season (R$750 million). The deal reinforces the club’s position as a financial leader in English football, surpassing previous partnerships and marking a historic milestone in the sport. The collaboration, which began in 2019, stands out for innovations in uniforms and marketing campaigns, alongside record-breaking sales. The announcement comes amid a season of achievements, with the club under Pep Guardiola’s leadership consolidating its dominance. This agreement reflects Manchester City’s commercial strength and ability to attract major investments.
The partnership with Puma has been a game-changer for the club, which has seen significant growth in commercial revenue in recent years. Since 2019, the collaboration has delivered iconic uniforms and globally resonant campaigns. The new contract elevates the club’s financial standing, surpassing its previous £65 million annual deal with Puma (R$488 million). The extended agreement underscores Puma’s confidence in Manchester City’s potential.
- Financial growth: The £1 billion contract is the first of its kind in the Premier League.
- Innovations: Advanced technology uniforms and exclusive designs have boosted sales.
- Global impact: Puma’s marketing campaigns have expanded the club’s visibility in new markets.
The announcement was met with enthusiasm from fans and analysts, who highlight the club’s robust management. Below, details on the deal’s background and its significance in the sports landscape.
New benchmark in the Premier League
The Manchester City-Puma contract redefines financial standards in English football. With £100 million per year, the deal outstrips Manchester United’s 2023 agreement with Adidas, valued at £900 million over 10 years. Liverpool, another Premier League giant, renewed with Adidas in 2025 for £60 million annually, a notably lower figure. The City deal reflects its dominance both on and off the pitch.
Puma, which took over the club’s kit supply from Nike in 2019, entered at a strategic moment. Since then, Manchester City has won four Premier League titles and achieved the treble in 2023, securing the English Championship, FA Cup, and Champions League. The partnership has been pivotal in strengthening the club’s global brand.
The £100 million annual revenue will enable the club to invest in infrastructure, signings, and youth programs, ensuring its competitiveness.
Partnership solidified since 2019
The relationship between Manchester City and Puma began in 2019, when the club sought a brand to match its rise. At the time, the £65 million annual deal was significant, but the new agreement takes the partnership to another level. The collaboration has brought innovations in design, with uniforms blending tradition and advanced technology, such as lighter, sustainable fabrics.
Under Pep Guardiola’s leadership, Manchester City won the Premier League in 2020, 2021, 2022, and 2023, plus the historic 2023 Champions League. Puma was present in all these moments, with kits that became symbols of success.
- Memorable kits: Designs inspired by Manchester’s history and cultural icons.
- Sustainability: Recycled materials in recent collections appeal to eco-conscious consumers.
- Global engagement: Campaigns featuring players like Haaland have grown the fanbase.
- Sales records: The club’s official store reported a 30% sales increase since 2019.
The partnership has also expanded the club’s commercial reach, with exclusive collections launched in markets like Asia and the Americas.
Commercial and global impact
The new contract strengthens Manchester City’s commercial prowess. Already backed by global sponsors, the club now solidifies its leadership in sponsorship revenue. Puma, in turn, gains greater visibility by aligning with one of today’s most successful clubs.
Puma’s strategy includes innovative campaigns, such as collections inspired by Manchester’s culture and partnerships with local artists. These efforts have driven record engagement on social media, with millions of interactions during kit launches. The club has also benefited from marketing initiatives in emerging markets like India and Brazil, where English football is gaining traction.
The £1 billion deal reflects Puma’s confidence in Manchester City’s future. With Pep Guardiola at the helm and stars like Erling Haaland, the club remains a global force.
Comparison with other giants
Manchester City’s contract stands out among Premier League clubs. Manchester United’s 2023 Adidas deal, worth £90 million annually, is substantial but falls short of City’s. Liverpool’s £60 million per season with Adidas is even further behind. Other clubs, like Chelsea and Arsenal, have significant deals, but none reach £100 million per year.
This gap highlights Manchester City’s rise as a global brand. Since its acquisition by the City Football Group in 2008, the club has invested in infrastructure, players, and marketing, becoming a benchmark in modern football. The Puma deal is another step in this journey.
Benefits for the club
The £100 million annual revenue will allow Manchester City to expand its investments. The club plans upgrades to the Etihad Stadium, enhancements to its youth academy, and strategic signings. The revenue also ensures financial stability, crucial in the competitive European football market.
Puma benefits as well. Associating with a club that regularly competes for titles boosts its credibility in the sports market. The German brand, competing with giants like Nike and Adidas, gains ground by investing in a club with global projection.
Kit innovations
Manchester City’s Puma kits are a partnership highlight. Since 2019, each season has brought designs blending tradition and innovation. The shirt worn during the 2023 Champions League victory became iconic among fans.
Puma has also invested in sustainable technologies, using recycled materials in its collections. This approach has attracted environmentally conscious consumers, expanding the club’s market. Limited-edition kits, like those inspired by Manchester’s music scene, have sold out quickly.
- Advanced technology: Lightweight, breathable fabrics enhance player performance.
- Special editions: Commemorative shirts sell out rapidly in the official store.
- Sustainability: 80% of collections since 2022 use recycled polyester.
Global brand expansion
Manchester City has leveraged the Puma partnership to grow its international presence. In Asia, the club launched campaigns with local influencers, while in Latin America, cultural event partnerships boosted visibility. Brazil, in particular, has become a strategic market, with a 25% increase in official merchandise sales since 2023.
Puma has also collaborated with the club on community initiatives, like sports programs for underserved communities. These efforts enhance the positive image of both Manchester City and the German brand.
Future of the partnership
The contract until 2035 ensures stability for the Manchester City-Puma partnership. The club plans to launch new annual collections, with designs that continue to honor its history and attract new fans. Puma bets on City’s ongoing success to strengthen its position in the sports market.
The partnership also opens doors for collaborations with other City Football Group clubs, like New York City FC and Melbourne City. This global network bolsters Puma’s brand and expands Manchester City’s reach.
Deal details
The £1 billion contract is a milestone for both Manchester City and English football. Key figures include:
- Total value: £1 billion (R$7.5 billion) until 2035.
- Annual value: £100 million (R$750 million).
- Duration: 10 years, from 2025 to 2035.
- Comparison: Surpasses Manchester United’s £900 million and Liverpool’s £600 million deals.
The agreement cements Manchester City’s status as one of the world’s most valuable clubs, blending sporting and commercial success.