Manchester City’s record £1bn deal with Puma and the value beyond bottom line

The 10-year contract is worth £1bn but it has also opened the door to increase the club’s global profile with other lucrative partnershipsManchester City had a billion reasons to celebrate the new kit deal with Puma announced last week, yet beyond the bottom line the value of the contract may prove priceless.The Guardian has learned that the 10-year deal, worth £1bn, contains clauses giving the German sportswear manufacturer options to extend the partnership way beyond that, but most significant to City may be what Puma’s endorsement and huge financial commitment say to independent brands and the Premier League about the club’s value. Continue reading...

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