City Football Group Partners
PUMA
In July 2019, PUMA became the Official Partner of Manchester City and then expanded their partnership portfolio to include CFG clubs in Melbourne, Lommel, Girona, Mumbai, Montevideo, Palermo and Bolivia supplying kits, apparel, footwear and equipment for all teams including Men’s, Women’s and youth football.
Activation Highlights
OFFICIAL KIT PARTNER
With PUMA’s global reach and network of worldwide offices, they have consistently raised the bar as an official kit partner. Notable kit launches have included: a player shoot on a panoramic helipad overlooking the Shanghai skyline, sailing a traditional branded Aqua Luna boat through the straits of Hong Kong harbour, a gravity-defying shirt unveil at NASA Space Center in Houston, an unveiling at the iconic Kabuki Hall Market in Tokyo and a multiday fan zone in Seoul’s biggest shopping mall.
LIMITED-EDITION COLLECTIONS
Throughout the partnership, PUMA and Manchester City have launched several limited-edition collections. In 2023, PUMA announced a special Manchester City collection to welcome the Year of the Rabbit. 2023 also saw the launch of a special pre-match range with the design inspired by Mancunian Emmeline Pankhurst. More recently, the Year of the Dragon capsule collection launched in 2024, blending 20 years of the Etihad Stadium's rich history with the vibrancy of Chinese culture.
SENSORY ROOM
PUMA gave the Manchester City Sensory Room a makeover in the style of their iconic shoe box. The Club’s Sensory Room plays a vital role in supporting fans with sensory processing needs that may otherwise have discouraged them from attending a match. Alongside the installed wrap, PUMA funded sensory packs for children in the Sensory Room.
PUMA & CITY FOOTBALL GROUP
PUMA’s partnership with CFG is the largest deal that PUMA have ever done, both in scope and ambition. The partnership is shaped by shared values of authenticity and innovation, and a genuine love for beautiful football. These values have and continue to drive the partnership, changing the game beyond the pitch, pioneering new ways to push forward the clubs’ communities, teams and football whilst also bringing fans together at both local and global levels.
The partnership was the start of an exciting new chapter for CFG and has grown with the Group over the past four years with PUMA now being an official partner of eight CFG clubs in Manchester, Melbourne, Lommel, Girona, Mumbai, Montevideo, Palermo and Bolivia.
