Manchester City continues to break records—not just on the pitch, but in the boardroom. The Premier League champions announced the renewal of their partnership with Puma this Tuesday, marking what could be the most lucrative kit sponsorship deal in British football history.

While the club’s official statement didn’t disclose financial specifics, reports from outlets such as the BBC suggest this is a groundbreaking agreement in the football business landscape.

Is this the biggest kit deal ever in the UK?

According to leaked figures, Manchester City’s new long-term deal with Puma is worth close to £1 billion, or roughly €1.15 billion, running through at least 2035. That translates to an estimated £100 million (€115M) annually.

This figure significantly surpasses City’s previous deal with Puma—signed in 2019 and worth around £65 million per season—as well as Manchester United’s current £90 million-a-year agreement with Adidas.

How did this partnership become so successful?

Since joining forces in the 2019/20 season, Puma and Manchester City have enjoyed a golden era of dominance and expansion:

• 4 consecutive Premier League titles
• 1 UEFA Champions League
• 1 FA Cup
• Multiple trophies across women’s and youth divisions

Beyond the trophies, the relationship has been a commercial success. Puma has leveraged City’s global reach to promote its high-performance gear, while the club has solidified its reputation as a global brand.

What have City and Puma said about the new deal?

Arthur Hoeld, CEO of Puma, described the renewed agreement as “a success both on and off the pitch,” praising the partnership’s impact on performance and brand value. Meanwhile, Ferran Soriano, CEO of City Football Group, added:

“We joined forces with Puma with the ambition of exceeding expectations—and we’ve done just that and more over the past six seasons.”