New Balance has announced a partnership with Team Garmin-Cervelo, the elite American professional cycling team owned by Slipstream Sports.
New Balance will be the official athletic shoe and compression apparel partner for off-bike training for 2011. As part of the sponsorship arrangement New Balance will provide athletic footwear and technologically advanced compression apparel to the team of 64 riders for all off-bike activities as part of their conditioning-improvement program.
Commenting on the partnership between the two global sporting brands, Alan Hed, New Balance's Executive Vice President International said: “New Balance and Team Garmin-Cervelo share a distinguished sporting heritage based on teamwork and integrity that is recognised around the world. This association reflects our long-standing commitment to innovation, excellence in sport and developing the next generation of leading athletes.”
Adding he observed: “It comes at an appropriate and significant moment as New Balance is launching its global advertising campaign: Let's Make Excellent Happen.”
Jonathan Vaughters, CEO of Slipstream Sports added: “We are thrilled to work alongside New Balance, a distinguished brand with more than 100 years of dedication to running and renowned in the industry for their steadfast commitment to quality and performance.”
Vaughters continued: “Our team is dedicated to providing our athletes with the best equipment available to keep them in peak physical and mental condition throughout their demanding season and New Balance is the perfect partner for us. New Balance's drive to achieve excellence mirrors our own goals and we look forward to a lasting partnership.”
The agreement, which will permit New Balance to be the sole and exclusive off-bike athletic shoe and advanced compression apparel partner, will allow the brand a range of highly visible merchandising and marketing opportunities. These include: New Balance corporate livery on official team kit and support vehicles; VIP hospitality at key events; Team Garmin Cervelo image rights and access to Team Riders for promotional events and photoshoots.
