Manchester City’s record-breaking uniform deal with Puma demonstrates the two companies’ strong partnership. Their collaboration is guaranteed for at least ten years after the £100 million-per-season arrangement was announced on Tuesday. It could generate over £1 billion. The £90 million-per-season contract Manchester United has with Adidas, which includes penalties for qualifying for the Champions League, is surpassed by this agreement.
Since 2019, Puma has provided Man City with clothing, first agreeing to a 10-year contract for £65 million a year. This costly contract is possible because of the club’s outstanding success over the last six years.
According to football financial expert Kieran Maguire, the agreement is very advantageous for City because it aligns the club’s ideology with Puma’s brand image. He commented, “Manchester City consistently challenges the norm, and this partnership encapsulates that spirit. Puma’s support is a strong testament to their bond.”
Maguire added, “City and Puma have fostered a solid working relationship, making a long-term commitment sensible. City acts as Puma’s key ambassador in the Premier League, particularly as Adidas and Nike collaborate with several clubs.”
The partnership has resulted in unique limited-edition kits, and both sides are reaping the benefits of shared success. With City’s global fanbase rapidly growing, especially in the U.S., the market is becoming increasingly supportive of football.
Reflecting on the historical criticism faced by Manchester City, Maguire noted, “While in Thailand last year, I observed a lot of City and Haaland shirts. Younger fans tend to favor players over clubs and are drawn to success. Given City’s recent domestic achievements, it’s only natural that new fans are considering following them, particularly in the relatively untapped U.S. market.”
Puma’s extended agreement comes on the heels of Erling Haaland signing a nine-and-a-half-year contract with City, which has significantly boosted merchandise sales, particularly among younger fans attracted to star players. “Superstars definitely influence sales,” Maguire remarked, acknowledging the role of players like Lionel Messi in merchandise appeal.
This extension coincides with City awaiting a decision from an independent commission concerning allegations of breaching financial fair play regulations. Maguire anticipates that the contract will contain provisions that address potential penalties. “If the outcome is harsh, possibly resulting in relegation, the repercussions could take years to recover from, particularly regarding Champions League participation,” he stressed, highlighting the strong link between Puma’s investment and the club’s success in top-tier competitions.
