New Balance will make a big splash in the world of global football as the new sponsor of the famous Liverpool FC team from the 2015/16 season. It will take over a juicy contract, worth a minimum of £20 million (€25.5m-$31.1m) per year, that had been previously signed by Warrior Sports, the team-sports subsidiary of the American company. Observers feel that the change is expected to benefit New Balance in Asia, where it has a strong presence at retail and where the British team has many fans.

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