PUMA And Manchester City Extend Global Partnership
PUMA and Manchester City have announced a long-term extension of their successful partnership, which began in the 2019/20 season. The renewed agreement aims to continue delivering innovation in product design and fan engagement, building on several years of on-field triumphs and off-field commercial success.
The collaboration has coincided with Manchester City’s most successful era, including the historic treble-winning 2022/23 season, four consecutive Premier League titles, and multiple domestic cup wins for both the men’s and women’s teams. The club’s youth squads have also achieved major success, further strengthening the partnership’s value.
PUMA and Manchester City have broken club sales records and co-created best-selling kits, including the Colin Bell-inspired 2022/23 home shirt. The duo has also led in digital innovation, launching kits in the metaverse with Roblox and involving fans in AI-driven kit design.
“This extension is a reflection of our shared ambition and achievements over the past six seasons,” said Ferran Soriano, CEO of City Football Group. “PUMA has become an integral part of our journey.”
Retail expansion remains a key focus, with PUMA’s subsidiary STICHD managing the club’s online and physical retail presence, including stores in Manchester, Abu Dhabi and New York. Plans are underway for a new flagship store at the Etihad Campus.
Sustainability also plays a central role. Since 2024, all Manchester City replica shirts are made using PUMA’s RE:FIBRE recycled materials.
PUMA’s broader relationship with City Football Group includes partnerships with other clubs such as Girona, Mumbai City FC, and Melbourne City FC, reinforcing the brand’s global reach in football.
