Manchester City sign staggering new deal with German sports company
28 February 2019
Manchester City's sponsorship pact with Puma is the second-largest in Premier League history and approaching the size of Manchester United’s deal.
They believe the deal will be innovative in terms of connecting the fanbases of City Football Group's five football clubs.
Starting from July 2019, Manchester City will be wearing Puma shirts when playing on the field at Etihad Stadium.
According to the Daily Mail, the deal is worth £650 million over 10 years - meaning Manchester City and the four of their partner clubs in the City Football Group globally will receive £65 million annually per season combined.
This will make the agreement the second-largest in Premier League history behind Manchester United, meaning the club is closing the gap between it and its “big brother”, who signed a deal with Adidas in 2015 worth £75 million per season.
But Arsenal and Chelsea might point out that their £60 million-a-year partnerships with Puma and Nike respectively are club specific rather than a group-wide arrangement.
Still far from FC Barcelona and Real Madrid
Both Manchester-clubs are still trailing FC Barcelona, as the club signed a deal last year with Manchester City’s former kit supplier Nike worth £1 billion. Just behind is Real Madrid. The Los Blancos deal with Adidas is worth £980 million.
“This announcement marks the start of an exciting new chapter for City Football Group. Puma share our vision for challenging expectations, and we are looking forward to what we believe will be a ground-breaking partnership,” said CEO of City Football Group Ferran Soriano.
the deal will be the largest Puma has ever done, both in scope and ambition
According to the CEO of Puma, Bjørn Gulden, the deal will be the largest Puma has ever done, both in scope and ambition.
“We look forward to building the most innovative partnership in football by redefining the sports partnership model both on and off the pitch,” he said.
Redefinition of the sports partnership model
Puma and City Football Group will strive to maximize the football culture, in areas such as music, gaming and fashion to connect the fanbases of Manchester City, Melbourne City FC, Girona FC, Club Atlético Torque and the new club under City Football Group Japanese Sichuan Jiuniu FC.
Puma is already sponsoring Manchester City captain Vincent Kompany, David Silva and Sergio Aguero.