Boston, MA – June 26, 2025 – Today, New Balance announces the signing of SV2 as the brand’s first gaming ambassador, marking a pivotal moment in its mission to unite sport, craftsmanship and community through the lens of gaming. The partnership signals New Balance’s entry into the space and commitment to engaging the next generation.
With over 5.4 million subscribers across his YouTube channels, 583k followers on TikTok and 219k followers on Instagram, SV2 is known for his EA SPORTS FC gameplay, football challenges and trick shots, and his support for the next generation of youth footballers. A talented player himself, he often blends real-life challenges with gaming, such as comparing in-game players to real-life performances or recreating digital challenges on the pitch.
SV2, also known as Eman, aligns with the brand on his ability to compete on both the physical and virtual pitch. In his endless pursuit to create content for his community, SV2 represents a pinnacle expression of sport, craft and community. His electric energy and authenticity have made him a cultural bridge between the virtual and physical worlds of football, connecting with the next generation of footballers and gamers inspired to create through inclusion in his videos or his SV2 Youth Football camps.
“Joining New Balance as their first gaming ambassador is a massive honor. I'm excited to show that the future of sport isn’t just physical. It’s digital too,” says Eman. “Gaming has become a powerful platform for creativity, competition and community, and I’m proud to represent a brand that recognizes that.”
“We’re so excited to add Eman as our first gaming ambassador," says Chuck Mauro, Senior Global Director of Brand Strategy and Creative at New Balance. “His ability to seamlessly blend gaming and football makes him a powerful storyteller and an advocate for the next generation. We’re looking forward to where this partnership can take us in the gaming space and beyond.”
As an ambassador, SV2 will support New Balance’s efforts to bridge physical and virtual football through gaming activations, content and storytelling, and engaging with the brand’s partners. The brand will also support SV2’s craft as a creator and in growing his online community.
New Balance’s role in gaming has ramped up in the last year, as the brand has activated with various sport titles, including EA SPORTS FC, NBA 2K, and recently re-launched the brand’s gaming community on Rival X.
For more information, follow @newbalancefootball on Instagram or 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 Atalanta BC, 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 10,000 associates around the globe, and in 2024 reported worldwide sales of $7.8 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.
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