Man City raise the bar by signing record £1BILLION deal with Puma for 10 years

Manchester City have inked what is heralded as the biggest kit sponsorship deal in Premier League history.

The eight-time English champions have signed a 10‑year agreement with Puma worth approximately £1 billion. 

This equates to a staggering £100 million per season, dwarfing all rivals in the English game.

According to Reuters, the contract sees City continue their partnership with Puma through the 2034–35 season, building on a successful relationship that began with a ten‑year, £65 million‑a‑season deal in 2019.

Per TalkSPORT, this deal outstrips Manchester United’s £900 million accord with Adidas and Liverpool’s £60 million‑a‑season deal by some margin. 

It also eclipses previous records held in English football and marks a major commercial milestone for both City and Puma.

Ferran Soriano, CEO of City Football Group, praised the renewed partnership:

“We joined forces with Puma … we have achieved this and more over the last six seasons … today’s renewal […] projects it to an even brighter future”

Puma’s CEO, Arthur Hoeld, added:

“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.” 

Puma’s decision to escalate its investment reflects more than club success on the pitch.

The deal underscores the brand’s strategy to align with elite, limited partners.

City’s footballing dominance—four consecutive Premier League titles and a treble in 2022–23 has created a compelling commercial proposition.

The contract mirrors Puma’s ambition to challenge market rivals Adidas and Nike, consolidating City as its flagship club among football’s elite.

The deal’s sheer scale is a clear signal of confidence in City’s brand longevity, notwithstanding ongoing financial fair play (FFP) scrutiny.

And according to The Guardian, Puma reportedly inserted exit clauses should FFP breaches be upheld, though City regard that risk as negligible .

Financially, the annual £100 million injection alleviates investment pressures from record summer spending.

City spent big in January and this summer, have already snapped up high-profile names like Rayan Cherki, Tijani Reijnders and Rayan Ait-Nouri.

The spending in the two windows is in excess of £288m, as per The Mirror.

With Etihad Stadium expansion, new signings, and youth development initiatives on the horizon, the deal arrives at a pivotal moment.

Fans have already seen the new kit in action during the Club World Cup tournament in the U.S.

But the Blues will officially debut the new Puma kits, when they kick off their 2025–26 Premier League campaign on 16 August, away to Wolverhampton Wanderers.