Manchester City sign new Puma deal: Analysing the £100m per season kit partnership
The sportswear manufacturer has been making City's shirts since the 2019-20 season but they have agreed to prolong that relationship for at least another ten years.
Advertisement
The initial agreement was estimated to be worth £65million per season but they have negotiated a significant uplift on that, with City believing the new £100million ($134m) per season figure comfortably outweighs any other agreed by rival clubs.
Puma's original agreement was for ten years which took them to 2029-30 but the German company has moved to tighten up a relationship that has seen eight major trophies for the men's team in their first five years working together.
Puma's other clients include AC Milan, Marseille, Borussia Dortmund, Valencia and the Portugal national team, making City the biggest commercial partner it works with.
By football finance writer Chris Weatherspoon
Describing City's new deal with Puma as lucrative is underselling the matter somewhat.
At £100m per year, it would be the largest known kit supplier deal in English football history.' Would be', though, is the key term here. Clubs are notoriously light on detail when it comes to commercial agreements, and City are little different.
It is unclear whether Puma have guaranteed a nine-figure annual sum or if it is reliant on performance.
Liverpool's new deal with Adidas, for example, has a set floor which can (and almost certainly will) increase as performance and sales-based targets are met.
If City do end up earning £100m a season, this deal with Puma would eclipse Manchester United's link-up with Adidas. United agreed a 10-year, £90m a season deal with the German manufacturer in July 2023, though that too is impacted by performance.
This coming season, United will receive £80m, suffering a £10m haircut by virtue of missing out on Champions League football.
City's previous deal with Puma earned them around £65m annually. Per UEFA's finance and investment landscape report, in 2023-24 City earned the lowest of the Premier League's so-called 'big six' from kit manufacturing and merchandising revenues, though a source close to the matter told The Athletic in March this was due to how the club records the income.
Advertisement
City outsource merchandising to 'stichd', a licensee within the Puma Group, thus recognising revenue on a net basis; other clubs, the source stated, do so on a gross basis, before associated costs.This new deal will push City up the rankings.
Per that report, United and Liverpool generated around £127m in kit manufacturing and merchandising revenue, while Arsenal earned £104m. Those figures, apparently, are gross, so the net is lower. If City earn £100m net from this new deal, it's clear it will stand them high on the list.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Yahoo
14 minutes ago
- Yahoo
UK sanctions crypto exchange tied to Russian ruble stablecoin
The UK sanctioned a Kyrgyzstan-based bank and crypto exchange on Wednesday, citing their support for A7A5, a stablecoin backed by the Russian ruble. A7A5 has been used to evade sanctions that the US and UK imposed on Russia after it invaded Ukraine in 2022, according to crypto forensics firms TRM Labs and Elliptic. 'If the Kremlin thinks they can hide their desperate attempts to soften the blow of our sanctions by laundering transactions through dodgy crypto networks — they are sorely mistaken,' UK Sanctions Minister Stephen Doughty said in a statement. 'These sanctions keep up the pressure on Putin at a critical time and crack down on the illicit networks being used to funnel money into his war chest.' The UK sanctioned Capital Bank, a Kyrgyzstan-based bank, and cryptocurrency exchange Grinex, which crypto tracing firm TRM Labs has described as a 'successor platform' to Garantex, a previously-sanctioned Russian exchange. It also sanctioned Meer, a centralised crypto exchange registered on December 9, 2024 — the same day that Grinex and A7A5 were established, according to TRM. The ruble-pegged A7A5 is issued by Kyrgyzstani company Old Vector and designed to facilitate the recovery of assets belonging to Garantex customers, according to TRM. About $26 million in Tether's stablecoin USDT on Garantex was frozen after officials in the US, Germany, and Finland seized the exchange's primary domain in March. (UK officials did not accuse Tether of aiding in Russian sanctions evasion in their Wednesday notice. But US authorities opened an investigation into the company last year for possible violations of sanctions and anti-money laundering rules, according to a Wall Street Journal report. CEO Paolo Ardoino accused the newspaper of 'regurgitating old noise.') 'Former Garantex customers were credited with A7A5 in amounts equivalent to their frozen balances, which could then be traded or redeemed on [Grinex],' TRM wrote in its August 4 report. In late June, crypto forensics firm Elliptic said over $1 billion was being transferred through A7A5 daily, with the aggregate value of the stablecoin's transfers topping $41 billion. A7A5 is a yield-bearing stablecoin, paying holders 50% of the interest earned on the bank deposits that back it, according to its documentation. It is available on Ethereum and TRON. 'We are creating not just a ruble stablecoin, but a tool that gives the market the opportunity to safely enter the ruble and USDT, as well as an alternative to USDT that is not subject to sanctions risks,' the team behind A7A5 has said, according to Elliptic, which did not provide a source for the quote. The stablecoin's developers did not immediately respond to DL News' request for comment submitted through the A7A5 website on Wednesday. Its X account did not appear to address Wednesday's sanctions. 'A7A5 is a fully regulated token that has been issued in accordance with Kyrgyzstan's new legislation, providing an unparalleled level of trust and security for investors,' its website states. In addition to Grinex and Meer, it is also available on sanctioned peer-to-peer exchange Bitpapa; Ethereum-based decentralised exchanges Uniswap and Curve; and a purpose-built DEX dubbed A7A5 DEX. As of late June, the stablecoin had seen $8.5 billion in exchange volume, a figure that does not include volume on peer-to-peer exchanges or over-the-counter brokers. Of that volume, 61% was used to move in and out of rubles; the remainder was used to move in and out of USDT. Last week, the US sanctioned Garantex Europe OU, Grinex, and six associated companies. Last year, Russian finance minister Anton Siluanov said the country was using Bitcoin and digital currencies with international trade partners in an effort to counter Western sanctions. Russia's experimentation with cryptocurrency follows years of limits on its financial activities abroad. In 2014, the US and other European countries imposed sanctions on Russian companies and individuals after President Vladimir Putin ordered the annexation of Crimea, a region of Ukraine. In 2022, the US and other countries increased Russian sanctions after Putin's broader invasion of Ukraine. Aleks Gilbert is DL News' New York-based DeFi correspondent. Got a tip? Email at aleks@ Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Yahoo
14 minutes ago
- Yahoo
Liverpool Confirm New Dates for Three Premier League Fixtures in October
Liverpool's October Premier League Fixtures Rescheduled Key changes to Liverpool's October calendar Liverpool supporters planning their autumn football will need to make note of fresh scheduling changes. Liverpool FC have confirmed alterations to three of the club's October Premier League fixtures, with all matches moved for live broadcast. The trip to Stamford Bridge to face Chelsea will now take place on Saturday 4 October, with kick-off at 5.30pm BST, live on Sky Sports. Two weeks later comes the standout fixture of the month as Liverpool host Manchester United at Anfield, rescheduled for Sunday 19 October at 4.30pm, also live on Sky Sports. Liverpool's third fixture of the month, a visit to Brentford, has been moved to Saturday 25 October with a 12.30pm start, live on TNT Sports. This match remains subject to potential movement, depending on the club's Champions League commitments. Implications for Arne Slot's side Rescheduled fixtures are nothing new for a club competing at the highest level, but the spacing of these games highlights the challenges of balancing domestic and European ambitions. Arne Slot's side, fresh from their title-winning campaign, will need to manage squad rotation carefully during a month that brings high-profile tests against both Chelsea and Manchester United. The October run could prove significant in setting the tone for the second half of the season. Liverpool's ability to cope with fixture congestion will again come under the spotlight, especially as rivals are equally determined to assert themselves early in the campaign. Brentford away, meanwhile, is rarely straightforward and the scheduling of a lunchtime kick-off only adds to the difficulty. Photo IMAGO Broadcasting spotlight For supporters watching from afar, the October schedule underlines Liverpool's status as one of the Premier League's biggest draws. All three fixtures have been selected for live television coverage across Sky Sports and TNT Sports. The decision to reschedule is consistent with the pattern of recent seasons where Liverpool's fixtures regularly attract prime viewing slots. From a commercial perspective, it reinforces the global demand to watch Slot's men in action. For travelling supporters, though, rescheduled fixtures can mean additional logistical challenges. Fixture congestion and opportunity While the calendar poses hurdles, it also provides opportunities. Matches against Chelsea and Manchester United in the space of three weeks could serve as pivotal moments for Liverpool in the Premier League title race. Securing points against major rivals before the winter schedule intensifies would provide a strong platform for Slot and his players. Fans will also note that the Brentford fixture's potential movement adds an element of uncertainty. With Champions League fixtures to be accommodated, final confirmation may arrive closer to the date. Such uncertainty is part and parcel of life for an elite club chasing honours on multiple fronts. Liverpool have shown before that they can navigate these challenges. October will once again test their resilience, depth and ability to perform under the spotlight of live television. For now, supporters can pencil in the new dates and prepare for a month that promises drama, intensity and the continuing story of a club chasing further glory.
Yahoo
14 minutes ago
- Yahoo
UK Inflation Shocker: Why the BOE's Rate Cuts May Be Off the Table
This article first appeared on GuruFocus. While inflation has cooled across much of the developed world, the UK is proving stubborn. Consumer prices jumped 3.8% year-on-year in July and are expected to breach 4% by Septemberdouble the Bank of England's 2% target. The BOE has already slashed interest rates five times, trimming them to 4% from last year's 5.25% peak. But that hasn't been enough to rein in prices. Core drivers? Surging energy bills, labor costs, and a 26 billion payroll tax rolled out in Aprilall of which are pushing up input costs for businesses, many of whom are passing them on. Warning! GuruFocus has detected 5 Warning Signs with NVDA. Underneath the surface, the structural headwinds look even more problematic. UK productivity shrank 1% in Q2 compared to last year, putting the country behind most of its G7 peers. Add in lingering Brexit-related trade frictions and food prices that are now nearly 40% higher than pre-pandemic levels, and it becomes harder to argue this is just a cyclical inflation blip. Some pressures, like the summer airfare spike, may prove temporarybut the BOE remains on edge about second-round effects as workers continue to seek higher pay to shield themselves from the cost-of-living squeeze. Markets still expect a cut to 3.75% in November, but the BOE may hold back if wage growth doesn't cool as expected. For investors, this means uncertainty lingersparticularly for UK-linked consumer names and housing-sensitive sectors. Even global players like Tesla (NASDAQ:TSLA), which has exposure to the UK market, could feel ripple effects if inflation stays sticky and rate cuts get delayed. The BOE isn't calling the peak yetand neither should the market.
