Bayer Leverkusen will switch to New Balance

There had been rumors for some time about a move of Bayer Leverkusen to New Balance, but this weekend during the Bundesliga, it was practically made official. Furthermore, it was revealed in a completely accidental way, as the announcement came from an Instagram Story by Granit Xhaka, where, in a picture with defender Jonathan Tah, the partnership announcement appeared in the background on the stadium's LED wall, accompanied by the slogan we imagine will be the official tagline for the collaboration: Together under the cross. German trade magazines, like Kicker, had long anticipated the official announcement of the partnership, which is expected to double the club’s revenue compared to what Castore was providing: the new deal will be worth between 6 and 7 million euros annually, compared to the previous 3 million euros. According to Kicker, even adidas had tried to secure a sponsorship deal with Bayer Leverkusen, but failed in the face of New Balance’s intention to return to competing in the European market.

Over the last ten seasons, New Balance has managed to expand its presence in football, closing important partnerships with top European clubs, including Liverpool, Roma, Celtic, Lille, and Porto. However, as of now, only the Portuguese team still has an active sponsorship deal with the American company. Additionally, there are numerous rumors indicating that the Atalanta deal with New Balance is already finalized. The 2025/26 season is shaping up to be a turning point for New Balance, not only for their club sponsorship contracts but also for their football boots. If the 2024/25 season started strong with the first signature shoe created for young Brazilian Endrick, the TEKELA V4+, the imminent partnership with Bayer Leverkusen has also led to a new collaboration with Jeremie Frimpong. In short, 2025 could be a pivotal year for New Balance, as it prepares to play a significant role in football sponsorship dynamics.