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Raheem Sterling strikes endorsement deal with New Balance

Manchester City star to wear US sportswear brand's Furon v6+ boots.

19 May 2021 Sam Carp
  • Sterling’s deal with Nike expired last year
  • New Balance roster also includes Sadio Mane, Bukayo Saka and Eberechi Eze

English soccer star Raheem Sterling has ended speculation over his next boot deal by announcing a partnership with US sportswear brand New Balance.

The Manchester City forward, 26, was sponsored by Nike until last year and had been linked with the likes of Puma, Adidas and Under Armour.

However, Sterling confirmed his deal with New Balance in a launch video published across his social channels, in which he says: “You can stop guessing now.”

As well as sporting New Balance Furon v6+ boots on the pitch, Sterling will also collaborate with the company across performance and lifestyle products, including on special and signature items.

The financial terms of the agreement have not been made public. It was reported last year that Puma was prepared to pay UK£100 million (US$141.7 million) to secure Sterling’s signature.

“There’s so much more I want to achieve, both on and off the pitch, and this partnership will provide me with the platform to do so,” Sterling said in a statement.

As well as excelling on the pitch, Sterling has also been commended for his efforts to combat racism in soccer by challenging the portrayal of young black players in the media.

Sterling’s debut campaign for New Balance, titled ‘Done Just Talking’, was filmed by a production crew predominantly comprising teenagers and facilitated by ReachOut UK, a charity that supports young people from disadvantaged communities.

Andrew McGarty, New Balance’s head of global football sports marketing, added: “Raheem Sterling is recognised across the world as a leader both on and off the pitch. As a player, he has it all; intelligence, pace, skill and determination. As a person, he has even more. He has shown his ambition in signing with New Balance, a brand with whom he shares many values and beliefs.”

In partnering with New Balance, Sterling joins a roster that includes Liverpool’s Sadio Mane, Bukayo Saka of Arsenal and Crystal Palace’s Eberechi Eze.

Sterling, who won his third Premier League title this season with Manchester City, also has an endorsement deal with shaving brand Gillette.

New Balance

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