New Balance and New York Road Runners form sponsorship partnership

By

Obi Anyanwu

Published
Dec 10, 2015

New Balance and New York Road Runners (NYRR) on Tuesday announced a new multi-year partnership beginning in 2016 that will feature year-round engagements with NYRR events, programs and youth running initiatives. The alliance will include event sponsorship, youth programming, global licensing and e-commerce and retail rights for footwear and apparel.

In 2016, the Boston-based footwear company will become the title sponsor for the New Balance Bronx 10-Mile and the New Balance 5th Avenue Mile in addition to its current official footwear and apparel sponsorship of the Airbnb Brooklyn Half marathon. The two parties will also open a new NYRR running center nearby Columbus Circle in New York City that will serve as a NYRR runners service hub and a New Balance retail concept.
 
The partnership will reach full engagement in 2017 when New Balance becomes an NYRR foundation partner and the Official Athletic Footwear and Apparel Partner of NYRR. The engagement will include sponsorship of the NYRR Five-Borough Series (United Airlines NYC Half, Airbnb Brooklyn Half, NYRR Queens 10K, New Balance Bronx 10-Mile and NYRR Staten Island Half), NYRR Heritage Races (NYRR New York Mini 10K, New Balance 5th Avenue Mile and the NYRR Midnight Run) and the TCS New York City Marathon.

“This year-round alliance is a first in the category for New York Road Runners and was made possible by our unified vision of a world where people of all ages and abilities benefit from running,” said Michael Capiraso, President and CEO of New York Road Runners. “We’re excited to partner with New Balance on our continuing efforts to get kids moving in a fun and rewarding way while serving the global running community with world-class programming and innovative athletic products.”

In addition, the partnership marks the end of Asics America's sponsorship of the TCS New York City Marathon. The footwear company announced on Monday that it will no longer sponsor the marathon with the 2016 TCS New York City Marathon being its final race. 
 
The multi-year alliance will begin gradually in 2016 and reach full engagement in 2017.