Manchester City sign new Puma deal: Analysing the £100m per season kit partnership

Manchester City have extended their partnership with kit manufacturer Puma for at least another decade. Sources indicate this new deal is the highest-valued kit agreement in Premier League history.

The new contract is worth £100 million ($134 million) per season, a significant increase from the initial £65 million per season agreement signed in 2019. Puma's original ten-year deal was set to expire in 2029-30, but the partnership has been extended following a successful period where City won eight major trophies in five years. City is now Puma's biggest commercial partner among their portfolio, which includes AC Milan, Marseille, Borussia Dortmund, Valencia, and Portugal.

While described as potentially the largest known kit deal in English football history, details on commercial agreements are often limited. It is unclear whether the £100 million figure is guaranteed annually or dependent on performance targets being met, similar to Liverpool's new deal with Adidas which has a set floor that can increase.

If City receive the full £100 million per season, this deal would surpass Manchester United's current £90 million per season agreement with Adidas. United's payment for the coming season, however, will be reduced to £80 million due to missing Champions League qualification.

Under the previous Puma deal, City earned around £65 million annually and were ranked lowest in kit and merchandising revenue among the Premier League's 'big six' in 2023-24. A source explained this was due to City recognising revenue on a net basis through Puma's licensee 'stichd', whereas other clubs report gross revenue before costs. This new deal is expected to improve City's ranking significantly.