byLarry Eder
Sydney McLaughlin, photo by PhotoRun.net
After several months of rumors, the biggest sponsorship in athletics in several years, for an athlete, was announced. New Balance had won the sponsorship sweepstakes over Sydney McLaughlin. Sydney McLaughlin was feted by many of the largest footwear brands in the world. Sydney is a fine 400 meter hurdler and fine 400 meter runner. The key note is that Sydney transcends running. An able communicator in social media, Sydney McLaughlin will attract young woman and young men to New Balance. That is what NB needs to continue to grow and prosper.
In the track & field world, Usain Bolt was the highest paid sponsorship, at the top of his form. On the women’s side, Sydney McLaughlin may be the new sponsorship record for women track & field athletes. Allyson Felix is probably the sponsorship record holder until Sydney came along. Never discount Allyson, as she has been a pro since she was 18, about 14 years ago.
What is important about Sydney and why should you care? In her generation, Sydney McLaughlin required not only a large amount of money, but also, fine product to capture her interest and that of her family and management team. McLaughlin’s mastery of social media draws large numbers to her brand, and hopefully to New Balance.
NB has developed a small but successful team of women athletes, from Olympic/World Champion medalists Jenny Simpson, Emma Coburn to World Champion medalist Brenda Martinez. Sydney McLaughlin will be part of the next generation of NB athletes. Along with NYC Marathon and London Marathon, NB has nimbly picked their sports marketing targets.
Sydney McLaughlin should smile all the way to the proverbial bank. If she continues to develop, picks up a few global medals, NB will be smiling as well.
Offiical release is posted below:
SYDNEY MCLAUGHLIN SIGNS WITH TEAM NEW BALANCE
BOSTON, OCTOBER 15, 2018 – Global athletic leader New Balance announced today the signing of Sydney McLaughlin to a multi-year endorsement contract. McLaughlin joins an extensive lineup of champion athletes on Team New Balance.
Sydney McLaughlin, photo by PhotoRun.net
McLaughlin joins New Balance after a stellar freshman year at University of Kentucky, where she won the 2018 NCAA Outdoor 400m hurdles title, set a world junior record over 400m indoors with a time of 50.36, and set both World Junior and NCAA records for the intermediate hurdles event with a 52.75 clocking, the fastest time in the world in 2018. Prior to that, McLaughlin had an unparalleled high school career at Union Catholic High School in New Jersey where she won 13 New Balance Nationals Indoor and Outdoor Championship titles, the 2015 World Youth 400m hurdles title and became the youngest track and field athlete to make the U.S. Olympic team since 1980, competing in the 400-meter hurdles.
Sydney McLaughlin, 2016 Olympic Trials, photo by Photorun.net
In addition, McLaughlin joined team New Balance athletes Jenny Simpson, Emma Coburn and Brenda Martinez to break the indoor distance medley world record with a time of 10:40.31, and rounded out her high school career as the national record holder over 300m indoors (36.82), 400m indoors (51.61), 300m hurdles (38.90) and 400m hurdles (53.82).
Emma Coburn, Sydney McLaughlin, Brenda Martinez, Jenny Simpson, DMR WR, photo by PhotoRun.net
McLaughlin was also a two-time recipient of the Gatorade High School Athlete of the Year award, becoming the only athlete to earn the award twice. Past winners include LeBron James and Peyton Manning.
“New Balance has a long-standing history as an excellent running company and they are the perfect partner for me,” said McLaughlin. “I’m thrilled to join the Team New Balance family, a brand that not only shares the same values and principles that are important to me but also supports its athletes on and off the track.”
“Sydney is an amazing talent and has a very bright future. We are excited to have her join the Team New Balance family,” says Ray Hilvert, Vice President of Sports Marketing at New Balance. “We build innovative products for some of the fastest athletes in the world and we look forward to working with Sydney as she continues to outrun the competition.”
About New Balance
New Balance, headquartered in Boston, MA has the following mission: Demonstrating responsible leadership, we build global brands that athletes are proud to wear, associates are proud to create and communities are proud to host. Manufactured in the U.S. for over 75 years and representing a limited portion of our U.S. sales, New Balance Made U.S. is a premium collection that contains a domestic value of 70% or greater. New Balance owns five factories in New England and one in Flimby, U.K. New Balance employs more than 6,000 associates around the globe, and in 2017 reported worldwide sales of $4 billion. To learn more about New Balance, please visit www.newbalance.com and for the latest press information please visit http://newbalance.newsmarket.
