Puma secured Manchester City through a record-breaking agreement valued at approximately one billion pounds across the next decade. The German sportswear manufacturer will pay roughly 100 million pounds annually, surpassing the club's previous 65 million pound yearly contract. This arrangement exceeds Manchester United's recent Adidas partnership worth around 900 million pounds over ten years. Liverpool also established fresh terms with Adidas beginning this current season. The deal represents the most expensive kit sponsorship in Premier League history.
Marketing experts suggest Puma focuses on selective partnerships rather than diversifying across multiple teams like Nike and Adidas. Mark Thompson from EngageRM emphasized that eight to ten year contracts have become standard practice for major brands seeking sustained visibility. Puma builds its global approach around flagship relationships with Manchester City serving as a centerpiece. The company backed the club during their 2023 treble-winning campaign under Pep Guardiola. Their commercial partnership has delivered both competitive success and financial returns.
Manchester City continues trailing several rivals in merchandise revenue despite recent on-field achievements. Real Madrid leads global kit sales at 170 million pounds while Bayern Munich, Barcelona, and multiple Premier League clubs maintain higher commercial figures. City sold over 750,000 shirts during 2022 with retail prices beginning around 120 pounds. The partnership aims to reach one million shirt sales as elite players wearing Puma gear provide extensive global exposure throughout the contract period.
Marketing experts suggest Puma focuses on selective partnerships rather than diversifying across multiple teams like Nike and Adidas. Mark Thompson from EngageRM emphasized that eight to ten year contracts have become standard practice for major brands seeking sustained visibility. Puma builds its global approach around flagship relationships with Manchester City serving as a centerpiece. The company backed the club during their 2023 treble-winning campaign under Pep Guardiola. Their commercial partnership has delivered both competitive success and financial returns.
Manchester City continues trailing several rivals in merchandise revenue despite recent on-field achievements. Real Madrid leads global kit sales at 170 million pounds while Bayern Munich, Barcelona, and multiple Premier League clubs maintain higher commercial figures. City sold over 750,000 shirts during 2022 with retail prices beginning around 120 pounds. The partnership aims to reach one million shirt sales as elite players wearing Puma gear provide extensive global exposure throughout the contract period.
