New Balance Athletic Shoe, Inc. has entered into a new multi-year exclusive sponsorship agreement with The Armory in upper Manhattan, becoming its first-ever title sponsor.
As a result, the building will be renamed the New Balance Track & Field Center at the Armory.
Through their sponsorship, New Balance will have significant visibility within the Center via logo placement, signage and other company/brand displays. In addition, New Balance will maintain its sponsorship of the
New Balance Games, held annually in January, and will assume title sponsorship of the New Balance Collegiate Invitational (formerly The Armory Collegiate Invitational), the largest indoor college track & field meet in the country, which features one hundred teams from twenty-three nations.
“New Balance is proud to strengthen our long-time relationship with the Armory,” said Jim Tompkins, president and COO of New Balance. “By sponsoring the New Balance Track & Field Center, we are able to continue to
foster New York City's support of track & field.”
New Balance is also a corporate sponsor of the new National Track & Field
Hall of Fame, located at the Armory, which will open its doors to the
public on January 27, 2004. The National Track & Field Hall of Fame,
spanning three floors, houses the history, politics, physiology and
technologies of track and field. New Balance's “What Makes a Champion
Gallery” will function as both exhibit space and classroom. It contains
several videos, including one that features interactive capabilities,
giving visitors an opportunity to “interview” five elite athletes and get
responses and advice directly from them. The interviewees, who all donated
their time, are among the most respected and prominent figures in U.S.
track and field: Olympic champions Marion Jones, Maurice Greene and Gail
Devers; World Champion shot putter John Godina, and high school
record-holder in the mile, Alan Webb.
