New Balance has secured an exclusive deal with Parker Valby, marking a significant milestone in the sports industry. This exciting news was announced just yesterday, and we’re here to bring you all the details!
Nearly six years ago, New Balance made a strategic move by signing Sydney McLaughlin (now Levrone). This pivotal deal has not only left a lasting impact on the sport but also significantly bolstered the brand’s influence.
Back in October 2018, the sports world was abuzz with rumors that top brands were vying for Ms. McLaughlin. New Balance, however, emerged victorious with a compelling offer, securing one of the sport’s most beloved athletes and her four Olympic medals.
Parker Valby, the shining star of American distance running, has been a hot commodity in the industry. With her impressive track record as an NCAA champion in cross country, indoor and outdoor track, and an Olympian, she was courted by several top brands. Even NIKE had secured an NIL deal with her. Her father, Kyle, known for his tough negotiations, ensured she got the best deal possible, as highlighted in a detailed RW article by Sara Lorge Butler.
The estimated annual value of the deal with Parker Valby is a substantial $650k to $800k. However, due to the nature of the sport, these figures are private. This serves as a reminder, as seen in Abby Steiner’s case, of the delicate balance between media transparency and an athlete’s privacy.
As part of her new sponsorship, Parker Valby will be featured in New Balance’s advertising programs. She joins a prestigious lineup of athletes, including Sydney McLauglin-Levrone, Gabby Thomas, Ellie Purrier St. Pierre, and Emily Mackay, in representing the brand.
To this writer, one of Parker Valby’s best attributes is her cross-training and low running mileage. Coach Mark Coogan will be responsible for Keeping Parker Valby healthy and fit. We look forward to seeing Parker develop as a professional athlete.
This writer notes that New Balance has handled sponsorship deals with its athletes with a light hand. Social media coverage is positive, with solid stories from primary sources and fine social media pictures.
Kudos to Pete Riley, the person who assesses if an athlete should be part of the New Balance family. He has the uncanny ability to bring athletes into the brand that make sense on so many levels.
Each brand has its own style, but it is apparent that the most prominent brands do little to promote the signing of…
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