Man City Puma kit deal helps UK sponsorship market hit £5bn Sport Business Manchester City’s Puma kit extension helped the UK sponsorship market top £5bn in 2025, up over 10 per cent on 2024. City signed a record-breaking 10-year kit partnership extension last year which could be worth around £100m per season. It, combined with other sponsorship activity across the UK saw the sector grow 10.5 per cent [...]
Exclusive: Frasers Group acquires stake in athletic giant Puma Retail Frasers Group has taken a stake in athletic giant Puma, City AM can reveal. Retail giant Frasers has acquired 246,000 shares in the athletic group, according to German filings published on Thursday. Puma’s share price currently stands at €22.50, meaning this 5.77 per cent stake is worth more than €5.5m. Frasers Group, founded by British [...]
Icons, purpose and gastronomy: How brands can win at the 2026 World Cup Sport Business The Fifa men’s World Cup is more than a tournament, it’s becoming the most glamorous, immersive and culturally defining sporting event of the decade. With 48 teams, three host nations, and a projected $17bn economic impact, the scale of the World Cup is staggering. And in true American style, Fifa has even announced the 2026 [...]
Fashion in sport: How Amiri, Blokecore and collabs show shift in fan strategy November 9, 2025 Once dominated by major sportswear brands like adidas, Nike, and Under Armour, the conventional sports marketing landscape has undergone a significant transformation, dramatically reshaped by the modern intersection of fashion and sport. These collisions are taking a number of guises. From high-end fashion houses launching official club formalwear (check out the recent Amiri x FC [...]
Manchester City to earn £1bn from new kit deal with Puma July 15, 2025 Manchester City are set to cash in on over £1bn from their new long-term kit deal with Puma, City AM understands. The German sportswear manufacturer first partnered with Manchester City in 2019 on a 10-year deal reportedly worth £650m across the decade. But this week’s renewal, which is understood to last for more than a [...]
Exclusive: First AIM VCT in 18 years launches on London Stock Exchange May 15, 2025 The first AIM-focused venture capital trust (VCT) in 18 years has launched on the London Stock Exchange, City AM can reveal. Puma AIM VCT, run by Puma Investments, has launched on the market and already made its first investment in quantum science company Quantum Base, in one of AIM’s only IPOs of 2025. The authentication [...]
Puma to move UK head office from London to Manchester May 1, 2025 Puma is to relocate its UK head office from London to Manchester after signing up to take space in a new £87m building. The global sportswear brand is to take 20,000 sq ft at 3 Circle Square in the city centre, which is due to open this summer. The head office will become home to [...]
Kohli set for switch from Puma to Indian firm Agilitas April 14, 2025 India cricket superstar Virat Kohli has reportedly swapped sportswear giant Puma for startup Agilitas. Reports out of India suggest Kohli has invested in the Indian start up, whose founders include former Puma executive Atul Bajaj and Abhishek Ganguly, as part of the deal. The as yet not fully launched Bengaluru firm were able to lure [...]
Exclusive: Argentina and South Africa in talks to host Rugby Championship match in London November 12, 2024 World champions South Africa and World Cup semi-finalists Argentina are in talks to play a Rugby Championship fixture at London’s Allianz Stadium in 2025, City AM can reveal. Discussions have taken place about Twickenham hosting a match from the southern hemisphere’s equivalent of the Six Nations next autumn. It would be the first time that [...]
Why launch an AIM VCT now? First in 17 years debuts September 19, 2024 The first venture capital trust focused on the AIM market in 17 years has been launched by Puma, despite fears over the strength of London’s junior market. AIM stocks have not performed well in recent years, with its index falling 40 per cent over the last three years, compared to a 21 rise in the [...]