New Balance secures Patriots training facility naming rights

New Balance has expanded its sports partnerships by securing naming rights to the New England Patriots’ new training complex. Opening this spring beside Gillette Stadium, the site will be called the New Balance Athletics Center, with its practice areas named New Balance Practice Fields.

The long-term agreement also makes New Balance the team’s exclusive footwear and apparel partner, as well as the presenting sponsor of Patriots Training Camp.

The 160,000-square-foot facility is designed as a complete performance hub, combining training, conditioning and recovery in one location.

This deal follows New Balance’s recent stadium naming-rights agreement with Atalanta in Italy, highlighting its growing presence in global sports sponsorship.

In addition, the brand will support the Patriots Foundation and youth football initiatives, while gaining year-round visibility across the stadium, surrounding areas and the team’s media platforms.

Both organisations said the partnership reflects shared ties to New England and a focus on performance, innovation and community development.