December 7 – Brazilian Serie A side São Paulo has signed with New Balance which will see the sportswear manufacturers become the three-time Club World Cup champions’ official kit supplier for both men’s and women’s teams effective from January 2024.
New Balance replace Adidas as São Paulo’s kit providers as the brand looks to strengthen in the Conmebol region.
São Paulo joins FC Porto and LOSC Lille in New balance’s club partnership roster, as the brand rebuilds its base after losing former partnerships with top assets Liverpool FC and AS Roma to Nike and Adidas in recent years.
“New Balance is thrilled to announce our relationship with the Sao Paulo FC. Sao Paulo has an incredible history and we are excited to honour that while building toward the future. We look forward to revealing our first kits for the club that will leverage the best in innovative performance gear and fashion-forward design,” said Andrew McGarty, New Balance Director of Global Football Sports Marketing.
“São Paulo will have from New Balance the special treatment that the club needs and deserves. The brand will look at this relationship from a global perspective, so that São Paulo can increasingly expand its international projection. New Balance highly values the immense passionate fans who are always by the team’s side, the titles and relevant results already won, and the enormous attention that São Paulo gives to its youth categories. The brand is concerned with contributing to the local community wherever it is, and this vision of the club in developing young talents has everything to do with the brand’s philosophy,” said Leandro Moraes, brand director of New Balance in Brazil.
No term or value was given for the deal.
New Balance recently hit the headlines with the signing of Brazilian starlet Endrick. The 17-year-old helped his boyhood team Palmeiras lift the Brazilian Serie A trophy last night for the second straight season, ahead of his move to Real Madrid in the Summer of 2024. The highly-rated youngster snubbed deals from Nike and Adidas in favour of a Michael Jordan style deal with New Balance, which could see his own line of boots in the near future.
“Working with New Balance was exactly what we were looking to do for São Paulo at this time, in terms of the supply of sports equipment. This union with a brand with enormous global reach, and with a very dedicated attention to the needs of the club and the desires of our immense fanbase, was what São Paulo wanted. We are looking forward to what is to come, and very happy with this new deal. And we are sure that the São Paulo fans will have the same feeling”, commented Julio Casares, president of São Paulo.
Contact the writer of this story, Harry Ewing, at moc.l1714647869labto1714647869ofdlr1714647869owedi1714647869sni@g1714647869niwe.1714647869yrrah1714647869