Roger Hampel
Photo Credit: Bayer Leverkusen
Bayer 04 Leverkusen has announced a new long-term partnership with New Balance, which will become the club’s official kit supplier starting from the 2025/26 season. The agreement marks a significant move for both parties, as it is New Balance’s first kit deal with a German professional football club. The deal will see New Balance provide kits for all Bayer Leverkusen teams, including the men's Bundesliga squad, the women’s team, and the youth academy. Additionally, the track and field division of TSV Bayer 04 Leverkusen will also be outfitted by the American sportswear brand.
A Key Agreement in Leverkusen’s Growth Strategy Bayer Leverkusen and New Balance
The agreement comes at a pivotal time for Bayer Leverkusen, which recently secured its first-ever Bundesliga title and won the DFB-Pokal, cementing its position among Germany’s top clubs. Leverkusen CEO Fernando Carro expressed optimism about the deal, highlighting New Balance’s role as a strategic partner for the club’s future.
“Bayer 04 Leverkusen is delighted to enter into a long-term partnership with New Balance from the 2025/26 season. This relationship is the first of its kind for New Balance in German professional football. We look forward to being a strategic partner in this important step into an exciting future.”
Leverkusen’s Chief Marketing and Innovation Officer, Markus Breglec, emphasized the synergy between the club and its new supplier, stating that the partnership aims to elevate the brand presence of both entities while catering to the club’s men’s, women’s, and youth teams.
“New Balance, with its global presence, matches Bayer 04's international reach to jointly develop the men's, women's, and youth teams. With this exciting collaboration, our partnership extends beyond football, as seen in the cooperation with the track and field athletes in Leverkusen. We are excited to have found a partner who will accompany Bayer 04 Leverkusen on an exciting path of growth on and off the pitch.”
New Balance Strengthens Presence in European Football
For New Balance, securing a deal with the reigning German champions marks a significant step in the brand’s football expansion strategy. The Boston-based sportswear company has been increasing its presence in elite football, with existing partnerships including AS Roma, FC Porto, and Lille OSC.
Andrew McGarty, Global Director of Football Sports Marketing at New Balance, expressed excitement about working with Leverkusen, calling the collaboration a step towards further solidifying the company’s commitment to football.
“New Balance is honored to enter into this groundbreaking partnership with Bayer 04 Leverkusen, a club with an illustrious history and an exciting future at the pinnacle of world soccer. This relationship underscores our unwavering commitment to global soccer by joining forces with one of the most competitive and ambitious clubs in the world.”
Andrew McGarty also highlighted the brand’s ambition to innovate with Bayer Leverkusen:
“Together, we will adapt and nurture the deep-rooted traditions of Bayer 04 Leverkusen while shaping a bold new era – with innovative, high-performance products that reflect the club's relentless pursuit of excellence. This is more than just a shirt partnership, it's a fusion of soccer tradition, cutting-edge design, and an enduring connection with the passionate Leverkusen community.”
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