New Balance has signed on as the Official Athletic Footwear and Apparel partner of the 49th Head of the Charles Regatta presented by BNY Mellon, held annually on the Charles River between Boston and Cambridge, MA.
The Boston-based company, known for its commitment to product performance, quality and American manufacturing, will sell exclusive Regatta co-branded apparel in its exhibition tent during the October 19-20 race weekend, including limited edition men’s and women’s t-shirts, jackets, and performance wear.
“New Balance is proud to partner with the Head Of The Charles Regatta, a great New England sports tradition,” says Hilary Keates, director of global marketing and brand management for New Balance. “New Balance has strong roots in the Boston area and we are thrilled to be part of this year’s event.”
One of the world’s pre-eminent rowing competitions, the 2013 Head Of The Charles Regatta features a variety of races for rowers of all skill levels and ages. This year’s free, public races are expected to draw 10,000 competitors including national, international and Olympic athletes along with more than 400,000 spectators.
BNY Mellon has signed on as the Regatta’s presenting sponsor for the next five years, and Sierra Nevada recently announced its new role as the official beer of the Regatta. Major sponsors returning this year include Sperry Top-Sider and Brooks Brothers, which will once again offer apparel at the Rowing and Fitness Expo near the Regatta’s finish line. EMC Corp., the Lenox Hotel, Gentle Giant and Lufthansa are also returning sponsors supporting the 2013 event. Mini Cooper will also return as the event’s Official Car.
“We’re building on a tremendously successful 2012 Regatta, which set records for participation and spectators,” said Frederick Schoch, Executive Director of the Regatta. “The Head of the Charles’ enduring popularity is evidenced by the many sponsors returning to support the event this year, as well as new supporters coming aboard. It’s going to be a very exciting weekend, and we’re very pleased to have so many great partners embrace our Boston tradition and the sport of rowing.”
Other new sponsors for 2013 include Celebrity Cruises (presenting sponsor of the Eliot Bridge Enclosure), which will stage a 10-foot Adirondack chair for photos, and Connect-A-Dock, helping to provide a new 120-foot launch dock for the Regatta. New sponsor Shell Gasoline will also be on site, handing out rewards cards, Ruth’s Chris Steak House will provide catering for the Director’s Tent, and West Bridge Restaurant will cater for the Eliot Bridge Enclosure, as well as a retail stand on Hospitality Row. Other new patrons include The Boston Business Journal, ThinkThin and MorningStar Farms.
Returning Regatta patron sponsors include: Mohegan Sun, LifeProof, CBS Radio, Core Power, Towerstream, Flatbread Company, Teddie Peanut Butter, Hudson Boat Works, Concept2, Boston Burger Co, Tory Row, Cambridge 1 and AMI Graphics.
The Head Of The Charles Regatta is free, open to the public and presents a variety of races for local and international rowers of all skill levels, ages 14 to 85. The exhilarating spectator event also offers plenty of family-friendly activities, including a Rowing and Fitness Expo and food vendors serving hearty New England fare. The challenging race course, lined with enthusiastic fans, begins at Boston University’s DeWolfe Boathouse and ends at Artesani Park in Brighton.
