Boston Red Sox signs deal with New Balance
The Boston Red Sox and New Balance announced a comprehensive, multi-year partnership that recognizes New Balance as the Official Footwear and Apparel Sponsor of the Boston Red Sox. At announcement the Red Sox and New Balance unveiled an illuminated sign featuring the global athletic company's signature red logo atop one of the new HD videoboards in historic Fenway Park's right field.
“From the outset, we knew this would be a special relationship. New Balance has consistently brought ideas to the table that demonstrate a shared commitment to adding value to important areas of our business, including our home, Fenway Park, and philanthropic efforts like the Run to Home Base,” said Sam Kennedy, Executive Vice President/COO for Boston Red Sox. “This marks the beginning of a collaboration that brings two iconic Boston-based organizations together, and we couldn't be more excited.”
"We are proud to partner with the Boston Red Sox and are thrilled to have the New Balance brand be part of America's Most Beloved Ballpark," said Joe Preston, Executive Vice President of Global Product & Marketing for New Balance. "Like the Red Sox, New Balance has more than 100 years of history as a Boston-based company and we share their passion and commitment for continued innovation and excellence.”
The New Balance sign will measure 70' in length and 7.75' in height, and will feature 1,959 energy-efficient LED lights that will illuminate the iconic "New Balance" logo. The sign was designed with the ability to display a looped and flashing “we won” message to highlight Red Sox victories to area baseball fans. The Red Sox choice to use LED in the new sign is in keeping with the organization's commitment to adopting environmentally-sustainable business practices with the bulbs using 80% less power and lasting years longer than traditional incandescent bulbs. The sign was designed by Soldier Design and Ashton Design and constructed by Triangle Signs to align with the heritage and visual history of Fenway Park and the Boston Red Sox.
New Balance will provide footwear and apparel to all fan-facing employees at Fenway Park starting with the 2011 season. The agreement includes additional in-park branding at Fenway Park, as well as the team's Spring Training ballpark, JetBlue Park in Lee County, FL, and LewisGale Field, the home of the Red Sox Advanced Class-A team, the Salem Red Sox in Salem, VA.
Through the partnership, New Balance will also become presenting sponsor of the Red Sox Baseball Academy, the official summer camp of the Boston Red Sox. The 2011 camp for baseball and softball players ages 5-13 will be held June – August in the greater Boston area. New Balance will provide 20 need-based scholarships to the Academy annually.
New Balance currently partners with several members of the Red Sox organization including Dustin Pedroia, Kevin Youkilis and Terry Francona. In 2010, the company joined the Red SoxFoundation and Massachusetts General Hospital as presenting sponsor of the inaugural Run to Home Base and will return as presenting sponsor for the 2011 event on May 22 at Fenway Park.