New Balance has secured exclusive athletic footwear and apparel rights with the New England Patriots – anchored by naming rights on a new 160,000 square foot training center in Foxborough, with coverage extending to the New England Revolution.
New Balance has entered a long-term commercial agreement with the New England Patriots, becoming the team’s exclusive supplier of athletic footwear and apparel – a deal that also covers Gillette Stadium, the New England Revolution and a portfolio of youth sport programs across the New England region. The partnership was announced March 17 and takes effect ahead of the 2026 NFL season.
A 160,000 square foot campus anchors the deal
The agreement’s most tangible component is a new training facility being constructed next to Gillette Stadium in Foxborough, Massachusetts. Set to open this spring, the complex will carry the New Balance name – officially designated the New Balance Athletics Center – with surrounding practice fields branded as New Balance Practice Fields. Spanning 160,000 square feet, the campus consolidates training, conditioning and recovery operations into a single integrated environment, designed to support player development and to give New Balance direct access to the team for footwear and apparel product collaboration.
New Balance will also serve as the presenting sponsor of Patriots Training Camp, extending its brand presence into one of the NFL calendar’s most closely followed pre-season periods.
From the gridiron to the pitch: a dual-sport footprint
The deal encompasses the New England Revolution, the region’s Major League Soccer (MLS) club and a fellow Kraft Group property. New Balance will support Revolution youth soccer programs and community clinics throughout New England, placing both the Patriots and Revolution relationships within a single regional partnership framework.
On the community side, the brand takes on the role of Cornerstone Partner of the Patriots Foundation, with charitable investment structured as a core element of the agreement rather than an add-on. Youth football – across both tackle and flag formats – is a defined pillar, with New Balance sponsoring Patriots youth programs aimed at broadening participation and expanding access to the sport across the region.
A hometown brand on home turf
New Balance is headquartered in Boston, manufactures footwear at five New England facilities, and reported $9.2 billion (€8.5 billion*) in worldwide sales in 2025. The Patriots deal formalizes a natural geographic alignment, placing the brand at the center of the region’s sporting identity through in-stadium signage, field-level placements and year-round presence across the team’s digital, social and broadcast platforms.
