The American multinational footwear and apparel corporation New Balance announced a long-term agreement that will have the brand serve as an Official Partner of the National Football League (NFL) team New England Patriots and their home ground – the Gillette Stadium in Foxborough, Massachusetts, United States.
‘PATRIOTS’ stated that the relationship reflects both the brands’ commitment to New England and their shared mission to inspire and empower the next generation of athletes. The sponsorship will come to life across performance, facilities and community beginning with a new world-class training center in Foxborough (town in Norfolk County, Massachusetts, United States).
New Balance, headquartered in Boston, Massachusetts, has the following purpose: Independent since 1906 they empower the people through sport and craftsmanship to create positive change in communities around the world. New Balance employs 14,000 associates around the globe and in 2025 reported worldwide sales of $9.2 billion.
The New England Patriots are a professional American football team based in the Greater Boston area (US). The Patriots compete in the National Football League (NFL) as a Member of the American Football Conference East Division.
The 64,628-seat Gillette Stadium is a multipurpose stadium located in Foxborough, Massachusetts, United States. The stadium is 22 miles (35 km) Southwest of Downtown Boston and 18 miles (29 km) Northeast of Providence, Rhode Island. It serves as the home ground of the New England Patriots.
‘PATRIOTS’ further stated that this Spring the Patriots will unveil the state-of-the-art training center next to the Gillette Stadium, officially named the New Balance Athletics Center, with the surrounding practice fields branded as the New Balance Practice Fields. Spanning 160,000 square feet the facility will feature cutting-edge performance technology. Designed as a fully integrated performance campus for the football operations the center brings together training, strength, conditioning, and recovery into one ecosystem enabling New Balance to work closely with the team to provide product innovation for footwear and athletic apparel. New Balance will also serve as the Presenting Sponsor of the Patriots’ training camp further strengthening the brand’s role in supporting player development and the team’s preparation for the season.
As a Cornerstone Partner of the Patriots Foundation New Balance will collaborate to develop, support and promote charitable initiatives as a core component of the relationship. The agreement underscores New Balance and the Patriots’ long-term investment in cultivating an environment that will provide the young athletes with an opportunity to reach their full potential. The brand will serve as the presenting sponsor of the Patriots youth football programs with a focus on increasing participation, access and long-term community impact. This includes support for both tackle football and flag football initiatives helping expand inclusion and access to the sport.
Most forms of football have a move known as a tackle. The primary purposes of tackling are to dispossess an opponent of the ball, to stop the player from gaining ground towards goal, or to stop them from carrying out what they intend.
The flag football is a modified form of football in which the ballcarriers are downed by pulling off a marker, or flag, loosely attached to a belt rather than by tackling.
Commented Chris Davis, Brand President and Chief Marketing Officer, New Balance, “At the heart of this partnership are two global brands united by shared values and a deep commitment to New England. The Patriots embody excellence, performance and an authentic connection to the local communities, both on and off the field. This collaboration represents an enduring investment in performance, culture and community with the goal of creating opportunities that inspire and empower the next generation of athletes to play, grow and compete. We’re excited to innovate together.”
Added Jonathan Kraft, President, Kraft Group, “New Balance is a brand that shares our deep roots in New England and our commitment to performance, innovation and excellence. As we look to the future this new training facility will be a reflection of our relentless pursuit of improvement, providing our players and the coaches with a world-class environment to prepare and compete for championships. We are proud to partner with New Balance, a company that understands what it means to represent this region with pride and to perform at the highest level.”
The Kraft Group, headquartered in Foxborough, Massachusetts (US) is a major player in the world of business. The company’s sports, entertainment and event management companies include Kraft Sports + Entertainment (Gillette Stadium, the National Football League’s six-time Super Bowl Champion – the New England Patriots).
New Balance branding will be integrated year-round across in-stadium signage, on-field placements, Patriots Place, and in the Patriots digital, social and broadcast platforms.
The Patriot Place is an open-air shopping center owned by The Kraft Group built around the Gillette Stadium, the home of the New England Patriots. It is located in Foxborough, Massachusetts.
Additional details about the partnership will be shared leading up to the 2026 season.
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