New Balance has signed a five-year contract to sponsor British Universities and Colleges Sport (BUCS), the U.K.’s governing body for sports in post-secondary schools. In late October the company will be producing a co-branded line of merchandise, with hoodies, T-shirts, shorts, leggings and kitbags. In addition, New Balance Teamsports will be the headline partner of the organization’s BUCS Big Wednesday (a championship series with 54 finals in 15 sports), a supporting partner of the BUCS Conference and co-host of the BUCS Presents webinar.

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