Manchester City have agreed what is believed to be the highest value Premier League kit deal in history after signing an extension with PUMA that could eventually be worth £1billion.
The extension will see PUMA continue to make City kits for at least 10 more years, with the deal valued at £100million a season, which is thought to make it the highest in Premier League history.
The partnership between City and PUMA began in 2019/20, when an initial 10-year deal worth £65million a year was agreed. That has now been extented to at the least 2034/35 season, with the significant financial uptick a sign of the success City have had on the pitch and some of the record-breaking sales of shirts over the previous six seasons.
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.”
City won the treble in 2022/23 wearing PUMA shirts, as well as winning four successive Premier League titles, while Manchester City Women have won both domestic cups and the Elite Development Squad (EDS) have won four Premier League 2 titles, with the Under-18s twice winning the FA Youth Cup.
The extension will allow City and PUMA to continue to try innovative kits, with some of their successes in recent years coming from the same approach. The 2022/23 shirt was inspired by Colin Bell, while that same year they launched a kit in the metaverse with partner Roblox.
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.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.”
