New Balance partners with New England Patriots
New England Council member New Balance has reached a long-term sponsorship agreement with the New England Patriots, making the Boston-based athletic brand the official and exclusive athletic footwear and apparel partner of the Patriots and Gillette Stadium.
Under the agreement, the Patriots will open the New Balance Athletics Center this spring — a 160,000-square-foot practice facility behind Gillette Stadium, with surrounding fields to be branded as New Balance Practice Fields. The facility has been in development since it was first announced in 2024.
As part of the deal, New Balance’s branding will appear across stadium signage, on-field placements, Patriots Place, and the team’s broadcast, digital, and social media channels. The partnership also extends to the New England Revolution, which is currently building its own soccer stadium, with New Balance supporting youth football and soccer programs and clinics throughout the region.
“New Balance is a brand that shares our deep roots in New England and our commitment to performance, innovation, and excellence,” said Jonathan Kraft, president of the Kraft Group. “We are proud to partner with New Balance, a company that understands what it means to represent this region with pride and to perform at the highest level.”
The New England Council commends New Balance on this exciting partnership with the New England Patriots and looks forward to seeing the continued impact the company makes across the region.
Read more on the Boston Business Journal.