Image courtesy of The New England Patriots
The Pats are keeping it local.
On Monday morning, New Balance and the Patriots announced a partnership that makes New Balance the official footwear and apparel partner of the team and Gillette Stadium.
The new practice facility set to open this spring will also be known as The New Balance Athletics Center. The practice fields will be known as the New Balance Practice Fields.
“At the heart of this partnership are two global brands united by shared values and a deep commitment to New England,” said Chris Davis, Brand President and Chief Marketing Officer of New Balance in a statement on the team website. “The Patriots embody excellence, performance, and an authentic connection to the local communities, both on and off the field. This collaboration represents an enduring investment in performance, culture, and community, with the goal of creating opportunities that inspire and empower the next generation of athletes to play, grow, and compete. We’re excited to innovate together.”
“New Balance is a brand that shares our deep roots in New England and our commitment to performance, innovation, and excellence,” added Jonathan Kraft, President of the Kraft Group. “As we look to the future, this new training facility will be a reflection of our relentless pursuit of improvement, providing our players and coaches with a world-class environment to prepare and compete for championships. We are proud to partner with New Balance, a company that understands what it means to represent this region with pride and to perform at the highest level.”
New Balance will also be working with the Revolution, including youth soccer programs and clinics throughout the region.
According to the statement, New Balance branding will be integrated year-round across in-stadium signage, on-field placements, Patriots Place, and Patriots digital, social and broadcast platforms.
Of course, the addition of the practice facility is a big time addition to Foxborough. Players have long complained about the weight room, dining and some other amenities around the facility. This New Balance Athletics Center – once completed – could be an attraction for new free agents and help keep guys here when they’re up for a new deal.