New Balance is replacing Adidas as the new sponsor of the famous London Marathon, currently called the Virgin Money London Marathon, and ancillary events through a long-term agreement starting with the April 2018 edition of the race. The brand is already sponsoring the marathons in Rome, Sevilla and Rotterdam. Last December it announced a deal as the main sponsor of the New York City Marathon, replacing Asics. The terms of the London contact were not revealed, but they are thought to be close to the $90 million committed by the brand for the New York event over ten years. New Balance was the shoe and kit sponsor of the London Marathon in the early ‘eighties, during the formative years of the event.

Topics