New Balance and São Paulo Futbol Club, two global institutions, will work together from January 2024. New Balance, through Brazilian distribution partner New Brasil Artigos Esportivos LTDA, will provide sports equipment to the three-time FIFA Club World Cup champions, in a sponsorship agreement that will provide uniforms for the men’s and women’s soccer teams, from the academy to professional.
São Paulo FC fans will soon get to know the new tricolor mantle that is being developed by New Balance. The uniform, which will be unveiled in the coming months, will express the characteristics and concepts that mark São Paulo FC’s rich trajectory on the pitch around the world in recent decades.
Founded in 1930, São Paulo FC is one of the most successful Brazilian teams in football, being the only one with three world titles, in 1992, 1993 and 2005. The trophy cabinet contains three-time Copa Libertadores champions in the same seasons, in addition to the 2012 Copa Sudamericana. The club also accumulated several national titles, including six cups in the Brazilian Championship. All these achievements have made São Paulo FC gain international reach, in addition to growing its passionate fans, becoming one of the largest in the country.
Institutionally, São Paulo FC has also been recognized for the work carried out in recent decades for the training of new young athletes, especially in its training center in Cotia, which has discovered numerous talents for football. The club became an example in the country in the youth categories, and became a model for the development of young players.
New Balance, founded in 1906 and headquartered in Boston, United States, has more than a century of history in the international market. New Balance is also committed to developing the communities where it operates, giving back and providing positive changes for both those who are part of the organization and those around it.
In the world of football, New Balance stands out by producing high-quality football boots and unique club kits, in addition to sponsoring major clubs in Europe, Asia and America, national teams and international elite players, such as Sadio Mané, Raheem Sterling and Bukayo Saka. In Brazil, the brand supports São Paulo’s academy product, midfielder Rodrigo Nestor and international star James Rodriguez.
“New Balance is thrilled to announce our relationship with the Sao Paulo FC. Sao Paulo has an incredible history and we are excited to honor that while building toward the future. We look forward to revealing our first kits for the club that will leverage the best in innovative performance gear and fashion-forward design.” Andrew McGarty, New Balance Director of Global Football Sports Marketing.
“São Paulo will have from New Balance the special treatment that the club needs and deserves. The brand will look at this relationship from a global perspective, so that São Paulo can increasingly expand its international projection. New Balance highly values the immense passionate fans who are always by the team’s side, the titles and relevant results already won, and the enormous attention that São Paulo gives to its youth categories. The brand is concerned with contributing to the local community wherever it is, and this vision of the club in developing young talents has everything to do with the brand’s philosophy,” said Leandro Moraes, brand director of New Balance in Brazil.
“Working with New Balance was exactly what we were looking to do for São Paulo at this time, in terms of the supply of sports equipment. This union with a brand with enormous global reach, and with a very dedicated attention to the needs of the club and the desires of our immense fanbase, was what São Paulo wanted. We are looking forward to what is to come, and very happy with this new deal. And we are sure that the São Paulo fans will have the same feeling”, commented Julio Casares, president of São Paulo.
In addition to the uniform, other news regarding São Paulo FC and New Balance will be revealed in the coming months.