Boston College football will pioneer New Balance’s NCAA trailblazing venture, marking the brand’s first major FBS sponsorship. Starting in 2025, Boston College will don New Balance apparel, blending Boston pride with innovative style.
This historic partnership redefines college football sponsorships, challenging industry giants while boosting regional identity and team spirit.
A Historic Leap: Boston College Football As New Balance’s NCAA Trailblazer
The buzz around this landmark partnership ignited with a tweet from Brett McMurphy of the Action Network, a prominent college football insider, who noted:
“Boston College extends its apparel & footwear deal w/New Balance. Boston College will serve as the first major NCAA football sponsorship for New Balance.”
Effective today, for the 2025 season and beyond, this marks the expansion of a relationship that commenced in April 2021 when BC signed the largest financial footwear and apparel agreement in its history with New Balance for BC’s 30 of its 31 varsity sports.
Boston College extends its apparel & footwear deal w/New Balance. Boston College will serve as the first major NCAA football sponsorship for New Balance
— Brett McMurphy (@Brett_McMurphy) June 2, 2025
And it continues into football, where BC can take its place as the first FBS, power conference football team to run onto the field in New Balance jerseys, certainly a claim to fame among its peers.
Coach Bill O’Brien expressed excitement about representing two iconic Boston brands, noting the unique opportunity to differentiate BC in a competitive field.
This becomes a strategic play for New Balance to move into NCAA football, and BC becomes a flagship position in the expansion of team sports beyond their roots in running shoes.
Beyond the Field: Cultural and Competitive Impacts of the Partnership
The cultural implications of this deal are interesting, too, given that New Balance is the brand behind “dad shoes”—chunky, comfort-first sneakers often derided for not being quite cool enough for the younger market.
While the brand has seen a fashion resurgence with high-profile endorsements and a $5 billion valuation, its perception among recruits and players could pose a branding challenge for BC. However, this unique pairing might appeal to a niche audience valuing retro aesthetics and comfort over mainstream appeal.
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On the field, BC’s move to New Balance for football attire is just one example of the changing face of sponsorship in college sports. With Nike claiming 52.3% of FBS teams and Adidas boasting another 28.5%,
New Balance, representing only 0.8% of teams, signals a possible shakeup in the sponsorship market. This agreement could open the doors for New Balance to recruit other programs that compete with established powers.
BC and New Balance’s common Boston heritage provides regional pride that has presumably piqued fan and alumni interest. The partnership represents a meeting of the minds, as former athletic director Pat Kraft put it, and one that extends well beyond the football field.
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