Manchester 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.
