Global sportswear brand PUMA and Premier League giants Manchester City have announced the long-term extension of their strategic partnership, building on a collaboration that began in the 2019/20 season and has delivered success on and off the pitch.
The extended agreement will see PUMA continue as the club’s official kit supplier and retail partner, allowing both brands to push the boundaries of innovation in sportswear, fan engagement, and sustainability. The renewal underscores the strong commercial and performance synergy between the two organisations.
“PUMA’s partnership with Manchester City has been a great success both on and off the pitch,” said Arthur Hoeld, CEO of PUMA. “Trophies, a perfect stage for our performance products, and commercial success were exceptional.”
The partnership has coincided with a period of unprecedented dominance for City, including four consecutive Premier League titles and the historic treble-winning 2022/23 season, with triumphs in the Premier League, FA Cup, and UEFA Champions League. The club’s women’s team also enjoyed domestic cup success, while the Elite Development Squad and Under-18s have captured multiple youth titles.
Commercial and Retail Expansion
PUMA and Manchester City have broken new ground in retail innovation and fan interaction. The 2022/23 Colin Bell-inspired home kit became an instant global bestseller during the club’s treble season, and the two partners have consistently produced high-performance and culturally resonant designs.
In collaboration with PUMA subsidiary STICHD, Manchester City expanded its retail footprint through flagship locations including:
- City Store at Manchester Arndale
- The “City Challenge” experience in Yas Mall, Abu Dhabi
- A pop-up shop at New York’s Rockefeller Centre
STICHD also manages the club’s official e-commerce platform, ManCity.com, and will lead the global City Store expansion, including a new flagship store at the Etihad Campus.
“We joined forces with PUMA with the ambition to challenge ourselves and go beyond expectations. We have achieved this and more,” said Ferran Soriano, CEO of City Football Group. “Today’s renewal and extension solidifies our relationship and projects it to an even brighter future.”
Innovation and Sustainability at the Core
In recent years, PUMA and Manchester City have embraced cutting-edge trends and technology. From launching kits in the metaverse via Roblox to AI-powered fan-designed shirt campaigns, the collaboration has set new industry benchmarks in digital fan engagement.
The partnership has also taken strides in sustainability, particularly through PUMA’s RE:FIBRE initiative, which recycles factory off-cuts and used clothing to produce Manchester City replica shirts. Since 2024, all replica kits worn by fans have used RE:FIBRE materials.
Additionally, PUMA supports several other clubs under the City Football Group umbrella, including Girona FC, Mumbai City FC, and Melbourne City FC, expanding its footprint across five continents.
As the collaboration continues, both PUMA and Manchester City have signaled their intention to innovate further, expand globally, and remain leaders in sports performance, fan experience, and sustainable practices.
