A new ten-year alliance between “Manchester City” and Puma has shaken up the football business: British media value the agreement at £1 billion—a record for the English Premier League and one of the largest sponsorship deals in world sport.
Most Expensive Deal in Premier League History
The parties have extended their cooperation until at least 2035. According to Reuters, the renewed contract brings the Citizens about £100 million per year—almost double the previous £65 million the club had received since 2019. Such a financial leap allows City not only to cement their status as the league’s commercial leader but also to build a solid platform for competing for trophies at home and in Europe.
Brand Rivalry Context: Adidas and Other Competitors
Before the Puma deal, the most lucrative contract was the ten-year agreement between Manchester United and Adidas worth £900 million, signed in the summer of 2023. Liverpool, for its part, only recently struck a deal with Adidas worth roughly £60 million per season. City’s new agreement not only surpassed both figures but also set the benchmark that other giants will now strive to reach.
A Partnership Tested by Trophies
Since the first contract with Puma, Pep Guardiola’s team have won four consecutive Premier League titles and clinched a historic treble in the 2022/23 season. It is precisely this track record that persuaded the German brand to raise the stakes. Although the Sky Blues went without major silverware in the 2024/25 campaign, the club’s overall trajectory remains upward.
Impact on the City Football Group Global Network
Puma works not only with the Manchester flagship but also with several City Football Group clubs such as Girona, Melbourne City, Mumbai City, Palermo and others. The expansion of the partnership means unified kit and marketing worldwide, strengthening both the brand’s visibility and the commercial returns for all parties.
Financial Momentum Ahead of the New Season
Last season City finished third with 71 points, trailing Liverpool (84) and Arsenal (74). Guardiola’s side will kick off the new Premier League season on 16 August away to Wolverhampton—and they will do so wearing the most expensive kit in league history. The record contract does not guarantee trophies, but it gives the club powerful resources to reinforce the squad, develop the academy and pursue further global expansion. The sports market is undoubtedly already gearing up for the next round of the “arms race” among global kit manufacturers.
