Manchester City extend kit sponsorship contract with Puma with a record-breaking 10-year deal

Manchester City have extended Puma as their kit sponsors for the next ten years. (Image credits - Unsplash)

Manchester City have announced the extension of their kit sponsorship with Puma for another ten years, worth around £1 billion, making it the most expensive kit sponsorship deal ever in the history of the Premier League.

The former Premier League champions had previously signed a £65 million a year deal with Puma back in 2019, but now both have agreed to a ten-year extension of this partnership. As per reports by the BBC, the club will receive £100 million a year from this deal.

With this deal, City broke the previous most expensive kit sponsorship deal between Manchester United and Adidas, which was worth around £90 million a year. 

The Sky Blues' success in the past few seasons is one of the biggest reasons why Puma agreed to this record deal. Man City have also witnessed a huge rise in their commercial revenue, amounting to £344.7 million.

How does Puma benefit from this partnership with Manchester City?

Manchester City have risen in the ranks of the most watched football clubs across the globe because of their tremendous success in the past decade. The Cityzens are the sixth most followed football club across all social media platforms, and their number of fans keeps on rising every year.

City’s brand value of £1.39 billion is only second to Real Madrid and ahead of top European clubs like FC Barcelona, Manchester United and Liverpool. 

On top of that, Man City also record one of the highest merchandise sales purchases each year in the Premier League. As a result, Puma have targeted this marketing opportunity to increase their influence in the football merchandise market and expand further in Europe.

Therefore, Puma investing £100 million a year in Man City is not a blind investment at all, as they believe that City’s brand value and fan following will continue rising in the coming years, assuring maximum profit for them in return.

The German sportswear manufacturers will definitely gain a lot of growth commercially and increase their customer base in the football merchandise industry, which could make this £100 million a year deal a tremendous deal for them as well.