The German sporting goods provider Puma SE will also equip the teams of the English football club Manchester City in the coming years. The partnership that has existed since summer 2019 was “long -term”, both parties said on Tuesday. Details on the term and the financial conditions of the agreement have not been published.
The company from Herzogenaurach was able to secure the second prestigious partnership in the football area in the long term within a short time: only two weeks ago, the sporting goods had prematurely extended his cooperation with the German top club Borussia Dortmund until 2034.
At Manchester City, Puma had replaced the US brand Nike as a supplier for the 2019/20 season. Since then, the men’s team has celebrated numerous successes under the direction of head coach Pep Guardiola. It won the English Premier League several times, some national cup competitions and the UEFA Champions League in the 20222/23 season. The women’s team and the young teams also won several titles during this time.
Puma boss Hoeld praises “perfect stage” for the brand
Puma CEO Arthur Hoeld was happy about the continuation of the cooperation. “The partnership between Puma and Manchester City is a great success on both and next to the square,” he said in a statement. “The trophies, the perfect stage for our performance products and the commercial success were exceptional.”
In addition, the partners emphasized “groundbreaking innovations” in the joint marketing campaigns: “In 2022, both together with their partner Roblox, both presented a jersey in the metaverse and invited the fans of Man City to design a jersey using AI technology,” said Puma.
The extension of the collaboration also means that the Puma subsidiary Stichd remains exclusive retail partner of Manchester City. The company operates both the stores and the club’s online business. The next growth steps are already planned here. “As part of this new long-term partnership, it was agreed to continue the worldwide expansion of the City Store network, including a new flagship store as part of the ongoing further development of the Etihad Campus,” said Puma.