PUMA and Manchester City Extend Successful Partnership Through Innovation

In a significant development for the sports industry, PUMA, a leading global sports company, and Manchester City Football Club have announced a long-term extension of their partnership, a collaboration that has thrived since the 2019/20 season. The extension, revealed on July 15, 2025, comes on the heels of a successful tenure that has seen the partnership exceed performance expectations both on and off the pitch.
This renewed collaboration aims to further enhance product innovation and deepen engagement with Manchester City's global fanbase. "PUMA’s partnership with Manchester City has been a great success both on and off the pitch," stated Arthur Hoeld, Chief Executive Officer of PUMA, emphasizing the commercial success and several trophies achieved during the alliance, including Manchester City’s treble-winning 2022/23 season and four consecutive Premier League titles.
Ferran Soriano, Chief Executive Officer of City Football Group, echoed this sentiment, stating, "We joined forces with PUMA with the ambition to challenge ourselves and go beyond expectations. We have achieved this and more over the last six seasons. Today's renewal solidifies our relationship and projects it to an even brighter future."
The partnership has not only led to athletic triumphs but has also marked a series of commercial milestones. PUMA and Manchester City have set new sales records and co-created iconic apparel, including the highly praised 2022/23 Colin Bell-inspired home shirt. Moreover, the partnership has expanded its reach through innovative marketing strategies, including the launch of a kit in the metaverse in collaboration with Roblox.
In addition to commercial successes, the partnership has also focused on sustainability initiatives. Since 2024, all Manchester City replica shirts have been manufactured using materials from PUMA’s RE:FIBRE recycling project, which repurposes factory off-cuts and pre-loved clothing. This commitment to sustainability showcases a shared vision between PUMA and Manchester City toward environmental responsibility in sports.
PUMA has been instrumental in the growth of Manchester City’s retail presence, with the opening of several City Stores globally, including notable locations in Abu Dhabi and New York City. Moving forward, the partnership is set to expand the City Store network further, including plans for a flagship store at the Etihad Campus, which is part of a broader development initiative.
The collaboration has also extended to other clubs under the City Football Group umbrella, such as Melbourne City FC and Mumbai City FC, enhancing PUMA’s presence in various markets worldwide.
The implications of this partnership extend beyond commercial interests; they represent a strategic alignment of interests between a global sports brand and a premier football club. As both entities look to the future, they aim to continue driving innovation in sportswear and fan engagement, ensuring that this partnership remains at the forefront of the industry.
In conclusion, the renewed partnership between PUMA and Manchester City is a testament to the power of collaboration in achieving both sporting success and commercial viability. As they embark on this new chapter together, the sports community will be keenly observing how their joint efforts will continue to shape the future of sports marketing and sustainability in the football landscape.
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