Today, New Balance announced a multi-year sponsorship deal with Bayer 04 Leverkusen, set to begin at the start of the 2025/26 season.
The agreement with the reigning Bundesliga champions and German Cup winners will equip all the Werksklub teams – ranging from the junior boys’ and girls’ teams to the women’s Bundesliga team and the men’s professional team – with high-quality sports equipment and smart lifestyle apparel. In addition, New Balance and Bayer 04 Leverkusen will release multi-channel campaigns and community activations in support of the club and their fans across the region.
The track and field department of TSV Bayer 04 Leverkusen will also be equipped by New Balance with immediate effect. At the upcoming German Indoor Championships on February 21 and 22 in Dortmund, the athletes with “the cross” on their chest will be competing in New Balance kits.

“New Balance is honored to embark on this groundbreaking relationship with Bayer Leverkusen, a club with an illustrious history and an exciting future at the pinnacle of world football. This relationship reinforces our unwavering commitment to the global game, aligning with one of the most competitive and ambitious clubs in the world. Together, we will celebrate Bayer Leverkusen’s deep-rooted traditions while shaping a bold new era—delivering innovative, high-performance products that reflect the club’s relentless drive for excellence. More than just a kit sponsorship, this is a fusion of football heritage, cutting-edge design, and an enduring bond with the passionate Leverkusen community. We can’t wait to get started,” says New Balance Global Director of Football Sports Marketing, Andrew McGarty.
Established in 1904, Bayer 04 stands for attractive top-class football – both nationally and internationally. The club was promoted to the Bundesliga in 1979, and seven years later the so-called ‘Werkself’ (factory team) qualified for the European Cup for the first time. Bayer 04 has been represented in Germany’s top soccer division without interruption ever since. The club is now considered one of the most respected names in German and European football.
“Bayer 04 Leverkusen is delighted to enter a long-term sponsorship with New Balance from the 2025–26 season. This relationship is the first of its kind for New Balance in German professional soccer and we as a club are honored to be a strategic partner in this important step into an exciting future,” emphasizes Fernando Carro, Chairman of the Management Board of Bayer 04.
“This is a sponsorship between two global soccer giants working closely together as like-minded brands to succeed together on the pitch, develop innovative products and expand our reach to fans near and far,” says Markus Breglec, Leverkusen's Chief Marketing and Innovation Officer. “New Balance, with its global presence, matches Bayer 04's international reach to jointly develop the men's, women's and youth teams. We are convinced and thrilled to have found a brand who will accompany Bayer 04 Leverkusen on an exciting path of growth on and off the pitch in the coming years. We will work together to fulfill the dreams of our fans – at all levels, together under the cross.”