Brand Finance, external head of sports services Hugo Hensley told BBC Sport: “Brand Finance’s fan research, conducted in June in 14 markets, shows that Manchester City are the sixth most followed team globally and among a top echelon of 15 clubs that carry a true global appeal.
“The £100m-a-year kit deal with Puma is a huge amount of money but I would feel they are doing it with a strong knowledge of the return on investment that it has generated so far – through increased brand consideration, purchase, loyalty and price premium attached to their products.
“A huge part of the investment in this partnership is about the exposure it generates – management will be hoping it helps Puma at the top of the customer funnel by improving awareness and familiarity.
“Out of the top 10 clubs featured in this year’s most valuable brand rankings, City has the joint-highest percentage of fans that have claimed to have purchased merchandise (70%), level with Real Madrid. This a key market that Puma are hoping to tap into, given the strong propensity for fans to purchase new replica kits on an annual basis.
“As the top English football club brand, City are excelling not only in on-field success but also in brand value and strength. In 2024, Manchester City’s brand value rose 7% to £1.39bn, placing them second only to Real Madrid and ahead of major competitors such as Barcelona (£1.3bn), Manchester United and Liverpool (both £1.21bn). That is a massive achievement.
“Puma’s long-term commitment acknowledges the firm belief that City will continue to dominate on and off the pitch for many seasons to come. On this trajectory of current commercial growth across the Premier League, the £100m price tag could soon be a bargain.”
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