New Balance Athletic Shoe, Inc. announced that it will sponsor Major League Lacrosse, the premiere professional outdoor lacrosse league. The league launches its third season this year.

New Balance will become the League’s newest “anchor level” corporate sponsor. In addition to its fully integrated sponsorship package, New Balance will become the “Official Footwear and Sideline Apparel of Major League Lacrosse,” and the New Balance logo will grace the uniform of the Boston Cannons.

“New Balance is excited to support Major League Lacrosse as part of our increasing focus on the team sports arena,” says Paul Heffernan, Executive Vice President of Marketing for New Balance. “Since lacrosse is both America’s oldest game and its fastest growing team sport, we believe our MLL sponsorship offers a great opportunity to reach younger performance athletes with our brand message.”

“New Balance has also recently begun a design and development relationship with Warrior Lacrosse and will look to launch co-branded high-performance lacrosse footwear to the retail market for Spring 2004,” says Heffernan. “We are looking forward to making the sport of lacrosse a great fit across all of our key marketing, product and promotions areas.”