By Alison Millington

In a multi-year partnership, the Boston-based sports apparel manufacturer will sell items in New Balance stores worldwide as it becomes kit and training apparel designer for the club.

While the company initially entered the soccer arena when Warrior, which it bought in 2004, agreed a six-year kit deal with Liverpool in 2012, this is the first football play for the New Balance brand as it looks to push its entry into the market, also announcing yesterday (4 January) that it will launch a soccer business under the New Balance name.

Billy Hogan, chief commercial officer for Liverpool FC, told Marketing Week that Read full story ›

Source: Marketing Week