New Balance is joining forces with gaming platform Rival to give the gaming community special access to the brand through athletes, ambassadors, exclusive products and unique experiences. This spring, New Balance will launch its presence on Rival through a Rocket League tournament. Gamers and fans of the brand will compete for the chance to win a prize pack of New Balance sneakers and apparel. The new partnership is an opportunity “to increase engagement and create meaningful consumer connectivity by uniting our fans through the Rival gaming experience,” said New Balance in a statement. Rival provides an enterprise platform solution that empowers companies to leverage the popularity of gaming and e-sports to acquire new customers. Through its proprietary technology, Rival connects the global audience of gaming and e-sports with sports teams, leagues, brands and media properties. Rival’s current partnership roster includes Liverpool FC and Leeds United of the English Premier League, as well as teams in the NFL, NBA and NHL.

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