New Balance has announced a multi-year sponsorship deal with Bayer 04 Leverkusen, set to begin at the start of the 2025-26 season.
The agreement with the reigning Bundesliga Champions and German Cup winners will equip all the Werksklub’s teams, ranging from the junior boys’ and girls’ teams to the women’s Bundesliga team and the men’s professional team, with high-quality sports equipment and smart lifestyle apparel. In addition, New Balance and Bayer 04 Leverkusen will release multichannel campaigns and community activations in support of the club and their fans across the region.
The track and field department of TSV Bayer 04 Leverkusen will also be equipped by New Balance with immediate effect. At the upcoming German Indoor Championships on February 21 and 22 in Dortmund, the athletes with the cross on their chest will be competing in New Balance kits.
“New Balance is honoured to embark on this ground-breaking relationship with Bayer Leverkusen, a club with an illustrious history and an exciting future at the pinnacle of world football. This relationship reinforces our unwavering commitment to the global game, aligning with one of the most competitive and ambitious clubs in the world. Together, we will celebrate Bayer Leverkusen’s deep-rooted traditions while shaping a bold new era—delivering innovative, high-performance products that reflect the club’s relentless drive for excellence. More than just a kit sponsorship, this is a fusion of football heritage, cutting-edge design, and an enduring bond with the passionate Leverkusen community. We can’t wait to get started,” said New Balance Global Director of Football Sports Marketing, Andrew McGarty.
Established in 1904, Bayer 04 stands for attractive top-class football – both nationally and internationally. The club was promoted to the Bundesliga in 1979, and seven years later the so called “Werkself” (factory team) qualified for the European Cup for the first time. Bayer 04 has been represented in Germany’s top soccer division without interruption ever since. The club meanwhile is considered one of the best and highly esteemed addresses in German and European football.
“Bayer 04 Leverkusen is delighted to enter a long-term sponsorship with New Balance from the 2025/26 season. This relationship is the first of its kind for New Balance in German professional soccer and we as a club are honoured to be a strategic partner in this important step into an exciting future,” emphasised Fernando Carro, Chairman of the Management Board of Bayer 04.
“This is a sponsorship between two global soccer giants working closely together as like-minded brands to succeed together on the pitch, develop innovative products and increase the reach for our fans near and far,” said Markus Breglec, Leverkusen’s Chief Marketing and Innovation Officer. “New Balance, with its global presence, matches Bayer 04’s international reach to jointly develop the men’s, women’s and youth teams. We are convinced and thrilled to have found a brand who will accompany Bayer 04 Leverkusen on an exciting path of growth on and off the pitch in the coming years. We will work together to fulfil the dreams of our fans – at all levels, together under the cross.”
For more information, please visit www.newbalance.com/soccer.
