July 16 – Manchester City have signed a new kit deal with Puma worth a reported £1 billion, making it the most lucrative agreement of its kind in English football history.
The new contract, confirmed by City Football Group (CFG) on Tuesday, will run until at least 2035 and is valued at £100 million per season — significantly up from their previous £65 million-a-year arrangement, which was due to expire in 2029.
The deal eclipses Manchester United’s £900 million, 10-year agreement with Adidas signed in 2023, and positions City at the top of the Premier League’s commercial table when it comes to technical sponsorships. It also represents a major long-term commitment from Puma, not just to Manchester City, but to the wider CFG network, which spans 13 clubs across five continents.
City Football Group chief executive Ferran Soriano said the renewed agreement was about “going beyond expectations,” adding that Puma had “seamlessly integrated into our organisation.”
City remain under the shadow of 115 Premier League charges, many of which relate directly to the valuation of sponsorship deals and the accuracy of financial reporting. While the case is ongoing and no wrongdoing has been proven (yet), the timing and scale of this new £1b billion Puma deal inevitably draws eyes back to accusations of City’s overvalued commercial sales to businesses linked to their ownership.
Puma’s extensive involvement across multiple City Football Group clubs – including Girona, Melbourne City, Mumbai City, and Bahia – also reinforces the group’s centralised commercial model, with that cash likely to be spread across its 13-team roster.
The new deal strengthens CFG’s already formidable commercial infrastructure while giving Puma expansive global visibility.
Contact the writer of this story, Harry Ewing, at moc.l1752684621labto1752684621ofdlr1752684621owedi1752684621sni@g1752684621niwe.1752684621yrrah1752684621