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New Balance steps into Red Sox lineup

Sneaker maker signs deal for footwear, apparel

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By Jenn Abelson
Globe Staff / April 5, 2011

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The Boston Red Sox are adding another newcomer to the spring roster: New Balance.

The Sox and the Boston sneaker maker yesterday disclosed a multiyear partnership that designates New Balance as the official footwear and apparel sponsor. The team unveiled a new sign featuring the athletic company’s red logo atop one of the new HD videoboards in Fenway Park’s right field.

The New Balance sign is 70 feet long and 7.75 feet tall and features 1,959 energy-efficient LED lights that will illuminate the logo. The sign can display a flashing “We won.’’

Joe Preston, New Balance’s executive vice president of global product and marketing, said in a statement that the company is “thrilled to have the New Balance brand be part of America’s most beloved ballpark.’’

New Balance will provide footwear and apparel to all employees interacting with fans at Fenway Park starting this season. The deal includes additional in-park branding at Fenway, as well as the team’s new spring-training ballpark, JetBlue Park in Lee County, Fla., and LewisGale Field, the home of the Red Sox advanced Class-A team, the Salem Red Sox in Salem, Va. New Balance will also become presenting sponsor of the Red Sox Baseball Academy, the Sox’ official summer camp.

“New Balance has consistently brought ideas to the table that demonstrate a shared commitment to adding value,’’ Sam Kennedy, chief operating officer for the Boston Red Sox, said in a statement.

Jenn Abelson can be reached at abelson@globe.com.

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