Boston, MA – February 13, 2025 – Today, New Balance announced a multi-year sponsorship deal with Bayer 04 Leverkusen, set to begin at the start of the 2025-26 season.
The agreement with the reigning Bundesliga Champions and German Cup winners will equip all the Werksklub's teams, ranging from the junior boys' and girls' teams to the women's Bundesliga team and the men's professional team, with high-quality sports equipment and smart lifestyle apparel. In addition, New Balance and Bayer 04 Leverkusen will release multichannel campaigns and community activations in support of the club and their fans across the region.
The track and field department of TSV Bayer 04 Leverkusen will also be equipped by New Balance with immediate effect. At the upcoming German Indoor Championships on February 21 and 22 in Dortmund, the athletes with the cross on their chest will be competing in New Balance kits.
“New Balance is honored to embark on this groundbreaking relationship with Bayer Leverkusen, a club with an illustrious history and an exciting future at the pinnacle of world football. This relationship reinforces our unwavering commitment to the global game, aligning with one of the most competitive and ambitious clubs in the world. Together, we will celebrate Bayer Leverkusen’s deep-rooted traditions while shaping a bold new era—delivering innovative, high-performance products that reflect the club’s relentless drive for excellence. More than just a kit sponsorship, this is a fusion of football heritage, cutting-edge design, and an enduring bond with the passionate Leverkusen community. We can’t wait to get started,” says New Balance Global Director of Football Sports Marketing, Andrew McGarty.
Established in 1904, Bayer 04 stands for attractive top-class football - both nationally and internationally. The club was promoted to the Bundesliga in 1979, and seven years later the so called “Werkself” (factory team) qualified for the European Cup for the first time. Bayer 04 has been represented in Germany's top soccer division without interruption ever since. The club meanwhile is considered one of the best and highly esteemed addresses in German and European football.
“Bayer 04 Leverkusen is delighted to enter a long-term sponsorship with New Balance from the 2025/26 season. This relationship is the first of its kind for New Balance in German professional soccer and we as a club are honored to be a strategic partner in this important step into an exciting future,” emphasizes Fernando Carro, Chairman of the Management Board of Bayer 04.
“This is a sponsorship between two global soccer giants working closely together as like-minded brands to succeed together on the pitch, develop innovative products and increase the reach for our fans near and far,” says Markus Breglec, Leverkusen's Chief Marketing and Innovation Officer. “New Balance, with its global presence, matches Bayer 04's international reach to jointly develop the men's, women's and youth teams. We are convinced and thrilled to have found a brand who will accompany Bayer 04 Leverkusen on an exciting path of growth on and off the pitch in the coming years. We will work together to fulfill the dreams of our fans - at all levels, together under the cross.”
For more information, please visit www.newbalance.com/soccer.
About New Balance Football
New Balance Football takes an original approach to designing and developing product, focusing on the unique needs of the player and the game. This is reflected in the quality of the sponsorships it has secured, including an enviable lineup of some of the world’s great football clubs including FC Porto, LOSC Lille and Bayer Leverkusen, as well as a roster of topflight players who excel at the highest level of the game. For more information about New Balance Football, visit www.newbalance.com/football. New Balance Football can be found on Facebook, Twitter, Instagram.
About New Balance
New Balance, headquartered in Boston, MA, has the following purpose: Independent since 1906, we empower people through sport and craftsmanship to create positive change in communities around the world. New Balance employs 9,000 associates around the globe, and in 2023 reported worldwide sales of $6.5 billion. New Balance owns five athletic footwear factories in New England and one in Flimby, U.K. New Balance MADE U.S. footwear contains a domestic value of 70% or more and makes up a limited portion of New Balance’s U.S. sales. To learn more about New Balance, please visit www.newbalance.com; for the latest press information visit http://newbalance.newsmarket.com.
About Bayer 04 Leverkusen
The UEFA Cup, today known as UEFA Europa League, was won in 1988 and the DFB Cup in 1993. In 2024, Bayer 04 won the national double of the German championship and DFB Cup, the German Supercup followed three months later. The Werkself has been a guest on the European soccer stage for decades. Reaching the Champions League final in 2002 and the Europa League final last season were the club's greatest international successes after the UEFA Cup win 36 years before.
Media Contacts:
USA: Mary.Lawton@newbalance.com
GERMANY: dirk.mesch@bayer04.de
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