By Ibrahim B. Muhammed
July 2025 unleashed its biggest financial fireworks off the pitch, as Manchester City and sportswear giant Puma announced a record-breaking £1 billion kit deal, the most lucrative in English football history.
The landmark partnership will last 10 years, averaging £100 million per season, and surpasses Manchester United’s previous record £900 million deal with Adidas. The move reaffirms Manchester City’s dominance not only in football but also in global brand value and commercial strategy.
Breaking down the numbers
Total Value: £1,000,000,000
Annual Average: £100 million
Duration: 10 years (2025–2035) Includes: all men’s, women’s, academy, and esports teams within the City Football Group.
Strategic value beyond the pitch
More than merely a kit supply deal, this partnership expansion encompasses:
Global merchandising rights through a shared retail platform.
Collaborative campaigns targeting youth, fashion, and lifestyle markets.
Greater investment in sustainable materials, aligning with Puma’s ESG commitments and City’s carbon-reduction goals.
With City now firmly established as a Premier League and Champions League powerhouse, this deal ensures Puma remains at the forefront of the football fashion market. The renewed partnership will also trigger a wave of limited-edition drops, athlete endorsements, and lifestyle branding globally.
Global Brand, Global Deal
Puma’s ability to utilise City’s international influence, especially in Asia, the Middle East, and North America, was crucial in determining the valuation. The kit deal also spans across the City Football Group, including clubs in Australia, the U.S., Japan, and Uruguay, enhancing brand synergy across multiple continents.
Commercial Benchmark Rewritten
The £1 billion figure causes shockwaves throughout the sports business landscape.
Sets a new benchmark for global football sponsorships.
Significantly boosts City’s commercial revenue streams, enhancing Financial Fair Play (FFP) compliance headroom.
Positions Puma as a genuine competitor to Nike and Adidas in the top-tier football wear market.
What they said
Ferran Soriano, CEO of City Football Group:
“This partnership reflects our shared ambition for excellence on and off the pitch. Puma has been a trusted partner, and this next chapter will unlock new levels of innovation, sustainability, and global reach.” Bjørn Gulden, CEO of Puma:
“We believe in football’s power to connect, inspire, and create cultural waves. Manchester City is at the heart of that movement, and this deal is a long-term commitment to the future of the sport.”
Why It’s the Deal of the Month:
Highest-value kit deal in Premier League history.
A powerful blend of branding, global expansion, and retail innovation.
Proof that modern football clubs operate as elite commercial enterprises.
In an era where off-pitch revenues can determine on-pitch success, Manchester City’s £1 billion Puma deal is not just the biggest deal of July 2025 — it could serve as a blueprint for the future of football finance.