Ministry of Sport

New Balance Sponsorship Extension Of Melbourne FC Measured By More Than Just Performance

New Balance has extended its apparel partnership with Melbourne Football Club for a further three-years, a move that will become the equal longest in the Toyota AFL Competition.

The extension of the partnership to 12 consecutive years will see the synergy between the oldest AFL club and one of the oldest sportswear manufacturers continue until at least 2023.

Although New Balance is a global business, it does have strong family traits which Melbourne CEO, Gary Pert, believes is key to the success of the partnership.

“Twelve years of consecutive partnership is no mean feat – we are very proud of our partnership with New Balance and their brand is very close to our players and fans’ hearts,” Pert said.

“New Balance partner with some of the biggest sports organisations in the world including Liverpool FC, the English and South African Cricket Teams, and Celtic FC, so for Melbourne to be part of the New Balance global family is a true sign of confidence in the club.”

New Balance Country Manager Justin Box says the partnership isn’t based purely on performance.

“New Balance has been a family run business since 1906, so it only makes sense for us to partner with the oldest and proudest club in AFL – the Melbourne Football Club,” Box said.

“Through our partnership with Melbourne, we’ve not only been able to kit Dees fans out in club colours, we’ve also been able to positively impact communities across Victoria’s South East through our Next Generation Academy involvement.

“We have also been able to assist communities in Central Australia through Melbourne’s Santa Teresa Project as a commitment to our global ‘Give Back’ program.

“We feel part of Melbourne’s journey and feel connected with each and every club member.”

The 113-year-old manufacturer will continue to invest in innovation and material whilst providing head to toe gear for players and coaching staff of MFC.

Shaun Carney

Shaun Carney