Liverpool Strikes “record” New Balance Deal

New Balance, parent company of Warrior, has itself stepped into the global football market – taking over the kit supplier role of Liverpool FC, as well as announcing a line-up of ambassadors including Aaron Ramsey, Adnan Januzaj and Vincent Kompany.

Utilising ambassadors from its Warrior family, ambassadors also feature Samir Nasri, Marouane Fellaini, Tim Cahill, Alvaro Negredo, Jesus Navas, Fernando Reges and Nikica Jelavic.

Liverpool’s chief commercial officer Billy Hogan commented: “We are thrilled to announce this sponsorship of one of the world’s leading sportswear brands, which is a record-breaking deal for the club.

“Like Liverpool FC, New Balance has over 100 years of heritage and a global footprint. Not only are they well known for their technical innovation across a range of sports but they also have a presence in many countries across the world, which will all feature LFC kit. We are very excited about joining forces with them.”

As well as Liverpool, New Balance’s portfolio of clubs will feature Stoke City, FC Porto and Sevilla FC from the 2015/16 season. 

New Balance has now chosen to use its own name on the football strips it produces in a bid to challenge adidas and Nike in the market.

Richard Wright, New Balance’s general manager of football, said: “Today’s announcement marks the beginning of a journey that will see New Balance designing the boots, kit and training apparel for some of the best players and clubs in the game today.”

On joining the New Balance team, Aaron Ramsey added: “New Balance has an incredible innovation team which put players at the heart of designs. I am very excited about the relationship I’ve developed with them already and what we can achieve together.” As a pivotal member of Arsenal’s team, Ramsey has already made waves wearing New Balance boots and plans to make many more.

Warrior will continue to be used as a brand for lacrosse and ice hockey.

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