New Balance has recently announced a multi-year sponsorship agreement with football club Bayer 04 Leverkusen. The partnership with the reigning Bundesliga champions will provide all teams with high-quality sportswear and lifestyle apparel, starting from the 2025-26 season.
Although New Balance primarily plays a significant role in sports such as running and tennis, the brand is also indispensable in the world of football. In 2025 alone, the brand has deals with teams like FC Porto, Athletic Bilbao, and Lille OSC. Now, Bayer 04 Leverkusen joins the list.
In addition to providing clothing for both on and off the field, New Balance will also launch campaigns and community initiatives in collaboration with the German team. The athletics division of TSV Bayer 04 Leverkusen will also be directly outfitted by New Balance. During the German Indoor Championships next weekend in Dortmund, the teams will appear in New Balance gear.
"New Balance is honored to embark on this groundbreaking relationship with Bayer Leverkusen, a club with an illustrious history and an exciting future at the pinnacle of world football," said Andrew McGarty, New Balance Global Director of Football Sports Marketing, regarding the partnership.
Fernando Carro, Chairman of the Board of Management of Bayer 04, is also positive about the collaboration: "Bayer 04 Leverkusen is delighted to enter a long-term sponsorship with New Balance from the 2025/26 season. This relationship is the first of its kind for New Balance in German professional soccer, and we as a club are honored to be a strategic partner in this important step into an exciting future."
Throughout the 2025-26 season, New Balance's designs for the German club will be revealed.
Frequently Asked Questions (FAQ):
Bayer 04 Leverkusen is a German soccer club from Leverkusen, North Rhine-Westphalia. The club was founded in 1904 and has been an integral part of German sports culture ever since.
New Balance recently signed a contract with Bayer 04 Leverkusen that involves the brand providing the team with sports equipment and lifestyle apparel for the coming seasons.
