Making strides towards expanding their influence in the East, New Balance have been announced as the new technical partner of FC Tokyo, with the J-1 League side is to sign with the global sports brand for the start of the 2021 season, on a multi-year sponsorship deal.

New Balance continues to explore avenues for its reach in the global game, and the latest venture has seen the American brand taking the reigns from Umbro at FC Tokyo from the 2021 season. The deal will see New Balance working alongside the capital city Tokyo based team to deliver world-class designs, including a bespoke offering for all technical kits and training apparel, as well as limited edition retail product. 

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The sponsorship boosts New Balance’s presence in J League – one of Asia’s top leagues – fulfilling part of its growth plans for football across the continent and further pushing towards the aim of becoming one of the top three global athletic brands. The move marks an interesting step and intelligent step in their life after Liverpool.

General Manager of New Balance Football, Kenny McCallum said: “New Balance is thrilled to announce our sponsorship of FC Tokyo. The Club has a fantastic story to tell and we’re excited to be a vital part of that. FC Tokyo is the number one team in an iconic city and one of the most promising sides in Asia. We’re looking forward to creating a range of innovative and high-performance on pitch products that will capture the true spirit of the team and its supporters.