New Balance signs on as London Marathon sponsor

New Balance and the London Marathon are renewing their relationship.The Boston, Massachusetts-based athletic apparel company announced Monday it has reached a long-term agreement to become the marathon’s official shoe and apparel sponsor.
The relationship dates to the early 1980s when New Balance was a sponsor during the event’s early years.The sponsorship also includes other events organized by London Marathon Events Ltd. As part of the agreement, New Balance will make an annual contribution to The London Marathon Charitable Trust.
Marathon Event Director Hugh Brasher says the partnership makes sense because “Our company values are perfectly aligned.”Tom Carleo, vice president of running at New Balance, says “The values, history and vision of the two brands have amazing synergies.”