New Balance becomes official MLB licensee
Posted on Aug 3, 2022 by Brad McCabe
There was a time I described New Balance as the Volvo of athletic shoes, back when it bragged about being “endorsed by no one.” But now, the brand has hundreds of MLB players under contract, along with team deals with the Red Sox and Mets.

Thus, it is taking the next logical step with an MLB license that will allow it to show its endorsers in uniform. Brand ambassadors already include Mets SS Francisco Lindor and Astros 2B Jose Altuve. The brand earlier this month rolled out a complete line called The Lindor Collection.

“They have a tremendous amount of players under contract (around 20% of MLB) and they want to get closer to the game and tell their story,” said MLB CRO Noah Garden, adding that he expects New Balance to start utilizing its new rights at or just before the postseason.

My colleague David Broughton cites data as showing that $2.51 million of the $11.1 million that New Balance spent across all TV advertising over the last year was dedicated to national MLB programming (compared to 45% for the NBA). The brand spent just $44,000 during baseball telecasts in the 12 months before that (July 2020-July 2021).

Organizations connected to this article
New Balance
Major League Baseball (MLB)
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