New Balance is turning its sights on soccer.

The sports brand is partnering with Men in Blazers Media Network, or MIBMN, the largest soccer-focused media country in North America, on a multiyear sponsorship deal.

The collaboration will include highlighting global soccer stars with exclusive content and storytelling beginning with the 2025 Club World Cup and building to the 2026 Men’s World’s Cup. Among those that will be featured are new Balance athletes Bukayo Saka (Arsenal FC), Tim Weah (Juventus), Eberechi Eze (Crystal Palace), Jeremie Frimpong (Bayer Leverkusen), Endrick (Real Madrid), Michelle Cooper (Kansas City Current), Jordyn Huitema (Seattle Reign FC), Sadio Mané (Al Nassr) and James Rodríguez (Club Leon).

In addition, starting this summer, the two companies will host a series of live events across the U.S., beginning with a pop-up experience in New York City on June 14 celebrating FC Porto’s participation in the Club World Cup. That afternoon, MIBMN will host a ticketed live show with conversation around the sport, Porto, the players and how the game is growing in the U.S.  

“This is a game-changing deal for us at the Men in Blazers Media Network ” said Roger Bennett, chief executive officer and founder of MIBMN. “We have long admired the joy and quality New Balance embodies as a brand, and so this opportunity to partner and story-tell in such a multilayered way across our platforms is essentially why we exist. New Balance has such an inspirational roster of players. To film with them, and articulate their journeys will bring a depth of meaning to so many fans across the world, especially as we charge toward the biggest global football events in 2026 and 2027. We know football is at its best when it transcends football and to work at this scale, with a brand as human as New Balance will allow us to do that in a way we have longed dreamed of.”

As part of the deal, MIBMN’s broadcasters, including Sam Mewis and Herculez Gomez, will wear New Balance during interviews and live shows.

“We are thrilled to welcome the Men in Blazers team into our soccer branding strategy,” said Chris Davis, chief marketing officer and brand president at New Balance. “Rog and the team are world-class storytellers in the realm of sport and culture, and are perfectly positioned to engage our growing soccer fanbase throughout the U.S. — especially as we look forward to hosting on a global stage in 2025 and 2026. They’re a partner that embodies our fun brand personality with authenticity.”

Ahead of the events in 2026, MIBMN will launch “The Craft,” a six-part interview series hosted by Bennett, that will offer a behind-the-scenes look at New Balance athletes such as Saka and will explore their challenges and triumphs on their road to success. It will be available across social media, YouTube and other platforms.