Southampton sponsors could sue over £170m Spygate verdict Sport Business Southampton could face legal action from sponsors for reputational damage after they were kicked out of the Championship play-off final over “Spygate”, lawyers have warned. An arbitration panel dismissed Southampton’s appeal against their expulsion from the £170m Wembley showdown after the club admitted multiple counts of spying on opponents. Leading sports lawyers believe the Saints [...]
Mike Ashley appeal case confronts ‘unjust’ trademark claims Legal Billionaire businessman Mike Ashley‘s company, Sports Direct, is back before the court today as it seeks to challenge damages awarded in a trademark infringement claim. The appeal follows a long-running dispute between Sports Direct and the Beverly Hills Polo Club brand, owned and managed by Lifestyle Equities, which claimed Sports Direct had infringed its trademark through products [...]
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 March 5, 2026 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 December 7, 2025 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 [...]