New Balance begins sponsorship of Liverpool, Porto, Stoke City, Sevilla

New Balance announced sponsorships with Liverpool, Porto, Stoke City and Sevilla on Wednesday.

New Balance announced sponsorships with Liverpool, Porto, Stoke City and Sevilla on Wednesday. 

The sponsorships represent the company's first entry into the global soccer market. From the release:

The announcement signifies a new multi-year kit manufacturer deal with Liverpool, a record-breaking deal in the club’s history.  The agreement will see New Balance work alongside Liverpool to deliver world class product on pitch in line with the club’s ambitions to perform at the highest levels of the game. 

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All four clubs already had kit deals with Warrior Football, of which New Balance is the parent company. The success of the Warrior brand led to New Balance's decision to launch its own sponsorship. 

"Working with a brand with the global appeal of New Balance offers the Club a chance to widen our fan base internationally, which is a very exciting prospect for us," said Stoke City chief executive Tony Scholes.

"New Balance is a family run business and that personal touch will be something that will resonate heavily with Stoke City fans."

- Molly Geary