PUMA and Manchester City have announced a landmark extension of their partnership, reportedly valued at £1 billion over the next ten years—making it the Premier League’s most lucrative kit deal to date. The collaboration, which began in the 2019/20 season, has been marked by on-field triumphs, including City’s Treble-winning 2022/23 season and four consecutive Premier League titles, alongside record-breaking global kit sales.
The renewed deal strengthens their shared focus on innovation, fan engagement, and global retail expansion through PUMA’s subsidiary, STICHD. Highlights include metaverse activations, AI-powered kit designs, and sustainability efforts like producing replica shirts using RE:FIBRE materials. The partnership also extends to other clubs in the City Football Group, underlining PUMA’s broader commitment to the global football ecosystem.