The summer of 2025 has proven to be a period of mixed emotions for Manchester City supporters, with the club’s recent announcement of a groundbreaking partnership with Puma generating unexpected backlash from the fanbase. While the deal itself represents a significant financial milestone for the Citizens, the revelation that Adidas had also pursued a partnership with the club has left many supporters feeling genuinely disappointed about what they perceive as a missed opportunity.
The Puma Deal: Financial Success with Fan Discontent
Manchester City’s announcement of their new 10-year partnership with Puma, valued at a record-breaking £1 billion, should have been cause for celebration among the club’s supporters. The deal represents one of the most lucrative kit sponsorship agreements in football history, demonstrating the club’s continued commercial growth and global appeal. However, the financial triumph has been overshadowed by fan disappointment regarding the choice of partner.
The partnership with Puma comes at a crucial time for Manchester City, as the club continues to establish itself as one of the world’s premier football institutions. The substantial investment from Puma reflects the brand’s confidence in Manchester City’s marketability and global reach, particularly following the club’s sustained success under Pep Guardiola’s management. The deal is expected to provide significant financial resources that could be reinvested into player acquisitions, facility improvements, and youth development programs.
Despite the obvious financial benefits, the announcement has been met with a lukewarm reception from significant portions of the fanbase. Many supporters have expressed concerns about Puma’s ability to create aesthetically pleasing and innovative kit designs that would adequately represent the club’s heritage and ambitions. This skepticism stems partly from Puma’s previous work with other football clubs and the perception that their designs lack the sophistication and attention to detail that Manchester City fans expect.
The Adidas Revelation: What Could Have Been
The Guardian’s detailed investigation into the partnership negotiations revealed information that has significantly amplified fan frustration. According to Matt Hughes’ reporting, both Adidas and Nike had actively pursued partnerships with Manchester City, making the club’s ultimate decision to partner with Puma even more contentious among supporters.
The revelation that Adidas had made a serious bid for Manchester City’s partnership has particularly resonated with fans who view the German sportswear giant as the gold standard in football kit manufacturing. Adidas has built a reputation over decades as the preferred partner for many of the world’s most prestigious football clubs and national teams, creating iconic designs that have become synonymous with football excellence.
For Manchester City supporters, the missed opportunity with Adidas represents more than just a preference for different branding or design aesthetics. Many fans believe that partnering with Adidas would have elevated the club’s status and provided access to superior design capabilities, innovative materials, and marketing support that could have enhanced Manchester City’s global brand recognition.
Fan Reactions: Social Media Erupts with Disappointment
The emotional response from Manchester City fans has been particularly pronounced on social media platforms, where supporters have voiced their frustration with characteristic passion. One fan’s tweet captured the sentiment perfectly, expressing genuine anger at what they perceived as a significant missed opportunity: “We had an offer from Adidas. You do not understand what we’ve just missed out on. I’m genuinely seething.”
This reaction reflects a broader sentiment within the fanbase that Manchester City, despite their on-field success and financial resources, sometimes makes decisions that fail to maximize their potential for cultural and commercial impact. The frustration is compounded by the knowledge that the club had alternatives available and chose what many supporters consider to be the less prestigious option.
The social media discourse has also highlighted the visual and aesthetic concerns that many fans have regarding Puma’s design capabilities. Supporters have shared examples of Adidas kits from other clubs, particularly those within the City Football Group network, to illustrate what they believe Manchester City could have achieved with different partnership choices.
Adidas in the Premier League: A Standard of Excellence
The disappointment among Manchester City fans becomes more understandable when considering Adidas’s current prominence in the Premier League and their track record of creating memorable kit designs. The German brand currently partners with several high-profile Premier League clubs, including Arsenal, Manchester United, and Newcastle United, consistently producing kits that are praised for their design innovation and aesthetic appeal.
Adidas has demonstrated a particular ability to blend traditional club colors and heritage elements with modern design trends, creating kits that appeal to both longtime supporters and new fans. Their work with clubs like Liverpool and Nottingham Forest has been particularly well-received, showcasing the brand’s versatility in working with different club identities and color schemes.
The brand’s reputation extends beyond just visual appeal to encompass technical innovation and material quality. Adidas has invested heavily in developing performance-enhancing fabrics and construction techniques that can improve player comfort and performance while maintaining durability for supporters who wear the kits regularly.
The City Football Group Connection: Evidence of Potential
One particularly compelling piece of evidence cited by disappointed Manchester City fans is Adidas’s work with New York City FC, another club within the City Football Group network. The American club, which shares Manchester City’s distinctive sky blue color scheme, has received several aesthetically pleasing kit designs from Adidas that have been praised for their clean lines, attention to detail, and respectful incorporation of both local and club identity elements.
Fans have pointed to New York City FC’s Adidas kits as examples of what Manchester City could have achieved with the German brand. The designs successfully balance the club’s sky blue heritage with modern styling elements, creating products that appeal to both traditional supporters and fashion-conscious consumers who might wear the kits in non-football contexts.
This connection within the City Football Group network makes the missed opportunity with Adidas even more frustrating for some supporters, as it demonstrates that the infrastructure and relationship already existed for a successful partnership. The precedent set by New York City FC’s Adidas kits provides a tangible example of what Manchester City supporters feel they have been denied.
Current Squad Challenges: Adding to Fan Anxiety
The disappointment over the Puma partnership comes at a time when Manchester City fans already have several reasons for concern regarding the upcoming 2025/26 season. The club faces significant challenges in multiple positions, adding to the overall sense of uncertainty among supporters.
The goalkeeping situation has become particularly problematic, with first-choice keeper Ederson being heavily linked with a move to Galatasaray. Simultaneously, backup goalkeeper Stefan Ortega has expressed his desire to leave the club during the summer transfer window. This potential exodus could leave Manchester City scrambling to find not just one but potentially two new goalkeepers before the season begins.
Hugo Viana, Manchester City’s sporting director, is reportedly working on a deal to bring Diogo Costa to the Etihad Stadium as a potential solution to the goalkeeping crisis. The club has also shown interest in James Trafford, the former Manchester City academy graduate who left for Burnley in July 2023 and has since developed into a promising goalkeeper.
The defensive situation has also been complicated by Kyle Walker’s sale to Burnley, leaving Manchester City without an established right-back option. This departure creates another position that needs to be addressed in the transfer market, adding pressure on the club’s recruitment team to find suitable replacements quickly.
The Broader Context: Commercial Decisions and Fan Expectations
The controversy over the Puma partnership reflects broader tensions between commercial decision-making and fan expectations at modern football clubs. While the £1 billion deal with Puma represents excellent financial value for Manchester City, it highlights the challenge clubs face in balancing commercial considerations with supporter sentiment and brand perception.
For many Manchester City fans, the club’s rapid rise to prominence over the past decade has created expectations that extend beyond just on-field success. Supporters expect the club to make decisions that reflect their status as one of the world’s elite football institutions, including partnerships with brands that are perceived to match that status.
The disappointment over missing out on Adidas also reflects the importance that modern football supporters place on kit design and club aesthetics. In an era where football clubs are global brands and supporters often wear club merchandise as fashion statements, the choice of kit manufacturer has implications that extend far beyond the football pitch.
Looking Forward: Managing Expectations and Building Success
Despite the current disappointment among supporters, Manchester City’s partnership with Puma still represents a significant opportunity for both the club and its fans. The record-breaking financial terms of the deal will provide substantial resources that can be invested in player acquisitions, infrastructure improvements, and global marketing initiatives that could benefit the club’s long-term development.
The challenge for Manchester City will be working with Puma to create kit designs and marketing campaigns that address some of the concerns raised by supporters. This will require close collaboration between the club, Puma’s design teams, and potentially even fan consultation to ensure that future products meet the high expectations of Manchester City’s global fanbase.
The club’s commercial success, regardless of the chosen partner, ultimately provides the financial foundation necessary to compete at the highest level of football. While supporters may prefer different aesthetic choices, the resources generated by the Puma partnership will contribute to Manchester City’s ability to attract top players, invest in youth development, and maintain their position among the world’s elite football clubs.
As the 2025/26 season approaches, Manchester City fans will undoubtedly continue to express their opinions about the club’s commercial decisions while hoping that both on-field performance and off-field developments align with their expectations for one of football’s most ambitious and successful modern clubs.
