Global sportswear brand New Balance has agreed a multi-year deal to replace rival Asics as the official apparel and footwear partner of the New York City Marathon.
Although the terms of the deal were not disclosed, it has been confirmed that the new agreement will come into effect from the 2017 event. The Asics deal will conclude with the 2016 New York City Marathon.
Financial details of the new partnership were also undisclosed, but various reports suggest that New Balance will pay more than the $3m (€2.7m) per year Asics currently pays.
As part of the new deal, New Balance will also become an official partner of race organisers the New York Road Runners Club (NYRR), with a number of aspects to launch gradually in 2016.
New Balance will become title sponsor of the NYRR events such as the Bronx 10-Mile and Fifth Avenue Mile, in addition to supporting the NYRR with the opening of a new running centre. In addition, for every pair of New Balance shoes sold at the facility, the company will donate an additional pair to youngsters in need within the local area.
From 2017, New Balance will become an NYRR foundation partner as well as the official apparel and footwear partner of the organisation. Additional activations will include sponsorship of the NYRR Five-Borough Series, NYRR Heritage Races, as well as the showpiece New York City Marathon.
New Balance will also become a sponsor of NYRR’s weekly races and produce all race shirts for runners on an exclusive basis. In addition, the brand will manage the NYRR’s e-commerce platform.