Canadian tennis star Milos Raonic will wear New Balance for the rest of his career after signing a long-term renewal to his exclusive sponsorship deal with the American brand.
The current world number eight, 24, will continue to wear the Boston-based company’s apparel and shoes on-court whilst appearing as a lead athlete in its print, online and in-store advertising campaigns.
The new deal, negotiated by Raonic’s management team at CAA Sports, will also see New Balance extend its support for the Milos Raonic Foundation, which was set up in 2012 to benefit disadvantaged children through sport.
Raonic and New Balance chairman Jim Davis announced the renewal during a news conference at London’s Queen’s Club, where Raonic is currently competing in the Aegon Championships ATP Tour event.
Raonic, formerly a Lacoste endorser, has been with New Balance since January 2013, when he became the brand’s first tennis ambassador in a deal rumoured to be worth US$1 million a year.
“I have been very fortunate to work alongside the great team at New Balance for the past two plus years,” said Raonic. “Their openness to new ideas and development of their tennis product has been something I’ve been very honoured to be a part of and help develop.
“This new chapter in our relationship is something very uncommon in tennis and I am looking forward to seeing what new and creative ideas will arise as I continue to grow in this sport.”
Since signing Raonic, New Balance has added Britain’s Heather Watson to its list of tennis endorsers.