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New Balance enters Benelux market with Standard Liege deal

US sportswear brand New Balance has made its first move into the Benelux market by agreeing a kit supplier deal with Belgian First Division A football club Standard Liege.

The three-year agreement will cover the 2017-18 to 2019-20 seasons, with New Balance replacing Italian sportswear brand Kappa as Standard’s kit partner.

The deal will see New Balance provide all shirts, training wear and equipment for the club.

Jacques Royer, owner of Royer Group, the distributor of New Balance in Belgium, said: “This is our first partnership in the Benelux region and we are very happy with the choice of Standard, a prestigious club with a rich football history in Belgium.”

Standard Liege’s new kit will be unveiled on June 29.