Long-term partnership under the cross: New Balance becomes Bayer 04 Leverkusen's new kit supplier

New Balance is one of the top-selling sports brands in the world, and the cooperation with the globally active company headquartered in Boston, Massachusetts, takes Bayer 04 to new heights among its partners and sponsorships after winning the German Championships for the first time. The double and Super Cup winner is accordingly motivated and enthusiastic about the coming years with New Balance: "Bayer 04 Leverkusen is delighted to enter into a long-term partnership with New Balance from the 2025/26 season. This relationship is the first of its kind for New Balance in German professional football. We look forward to being a strategic partner in this important step into an exciting future,“ emphasizes Fernando Carro, CEO of Bayer 04.

From the perspective of Markus Breglec, Leverkusen's Chief Marketing and Innovation Officer, this creates” a partnership between two global soccer greats 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." Breglec added: "New Balance, with its global presence, matches Bayer 04's international reach to jointly develop the men's, women's and youth teams and, with this very exciting collaboration, reaches even further into the wider Bayer sports family, as evidenced by the already activated cooperation with the Leverkusen track and field athletes. We are convinced and excited to have found a partner 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."

New Balance sees the ambitious alliance with the German football champions as a significant step towards its goal of further expansion in the internationally competitive soccer segment. "New Balance is honored to enter into this groundbreaking partnership with Bayer 04 Leverkusen, a club with an illustrious history and an exciting future at the pinnacle of world soccer. This relationship underscores our unwavering commitment to global soccer by joining forces with one of the most competitive and ambitious clubs in the world," said Andrew McGarty, New Balance Global Director of Football Sports Marketing. “Together, we will adapt and nurture the deep-rooted traditions of Bayer 04 Leverkusen while shaping a bold new era - with innovative, high-performance products that reflect the club's relentless pursuit of excellence,” said McGarty. "This is more than just a shirt partnership, it's a fusion of soccer tradition, cutting-edge design and an enduring connection with the passionate Leverkusen community. We can't wait to get started."