PUMA Extends Partnership With Manchester City After Treble-Winning Run

PUMA and Manchester City have renewed their groundbreaking partnership following a historic treble-winning run, setting the stage for future growth in performance, innovation, and global retail expansion.

The worlds of sports and style have again united as PUMA and Manchester City announce the extension of their landmark partnership, a deal that has proven to be a game-changer for both brands since 2019. Going “beyond expectations” has been their mutual ambition, and as they look to the future with a freshly inked long-term contract, fans and industry observers alike are anticipating even greater triumphs, in trophies, technology, sustainability, and retail innovation.

A Partnership Defined by Silverware

Since PUMA became Manchester City’s official kit supplier in the 2019/20 season, the club has entered a golden era of performance. The partnership has witnessed the club’s historic Treble-winning 2022/23 campaign, a feat that included the Premier League, FA Cup, and Champions League titles. In addition, City’s men’s side has notched up an astounding four consecutive Premier League titles and multiple domestic cup victories under this partnership.

It wasn’t just the men’s first team that shone; Manchester City Women secured the FA Cup and League Cup, evidencing a collaborative spirit that uplifts every part of the club.

PUMA’s impact reaches deep into the club’s youth development system. The Elite Development Squad lifted four Premier League 2 titles, while the Under-18s added two FA Youth Cups and were crowned Premier League National Champions on three occasions, a testament to the winning culture permeating every level.

“PUMA’s partnership with Manchester City has been a great success both on and off the pitch,” said PUMA CEO Arthur Hoeld. “Trophies, a perfect stage for our performance products and commercial success were exceptional.”

Commercial Clout and Creativity

Off the pitch, the partnership proved equally lucrative and creative. The two brands set new global sales records and created a series of best-selling kits, such as the Colin Bell-inspired 2022/23 home shirt worn during the treble-winning season. The collections were not just kits; they became cult symbols for fans worldwide.

“We joined forces with PUMA with the ambition to challenge ourselves and go beyond the expectations. We have achieved this and more over the last six seasons,” explained Ferran Soriano, CEO of City Football Group. “PUMA have seamlessly integrated into our organisation, and we’ve enjoyed many historic moments together, engaging fans globally. Today’s renewal and extension solidifies our relationship and projects it to an even brighter future.”

Pushing the Boundaries of Innovation

Innovation has always been at the forefront of the City-PUMA relationship. In 2022, the duo plunged into the metaverse by partnering with Roblox to launch a virtual kit, opening new avenues for fan interaction. More recently, supporters were empowered to design a future kit using AI, signaling that the future of sport will be as digital as it is physical.

Retail expansion has been relentless, spearheaded by STICHD, a PUMA subsidiary and exclusive retail partner. Fans can now visit City Stores in locations such as Manchester Arndale, experience the “City Challenge” in Yas Mall, Abu Dhabi, and even shop at the pop-up City Store at Rockefeller Center in New York. Meanwhile, global supporters can connect through the club’s official online storefront, ManCity.com, managed by STICHD.

One of the extension’s key objectives is to accelerate the global expansion of the City Store network, including the launch of a flagship store as part of the ongoing Etihad Campus development, a promise that fans will have even more opportunities to celebrate their club in person.

Sustainability at the Core

Both PUMA and Manchester City have cemented their commitment to sustainability. Since 2024, all replica shirts have been made using RE: FIBRE materials, innovative textiles recycled from factory off-cuts, faulty goods, and pre-loved clothing. This initiative not only drives genuine environmental change but also sets a new benchmark for responsible manufacturing in sportswear.

One Global Football Family

PUMA’s relationship extends beyond Manchester City, reaching other City Football Group clubs across the globe, including Melbourne City FC, Girona, Lommel, Mumbai City FC, Montevideo, Palermo, Bolivia, Bahia, and ESTAC. This global approach underscores PUMA’s commitment to football communities at every level.

Looking Ahead

With numerous trophies, record-breaking commercial achievements, industry-leading innovations, and a shared vision for global fan engagement and sustainability, the extended partnership between PUMA and Manchester City is destined to shape the future of football lifestyle and performance wear.

From trophies to technology, from Manchester to the world, fans can expect even more from this extraordinary partnership in the years ahead.