According to Daniel Kaplan of SBJ, New Balance has re-signed Milos Raonic, the eighth-ranked tennis player in the world, to a deal that lasts the duration of his playing career and beyond.
The deal was announced by the brand at the Queens Club in London, where the ATP Aegon Championships are currently underway. New Balance expanded into the tennis industry with the original signing of Roanic in 2013, with GM of Tennis, Bruce Schilling saying “Tennis is the best global platform for our industry.”
The company made news at Wimbeldon last year after renting a house along the roadway leading up to the grounds and handing out Raonic bobbleheads. The All-England Club confiscated the bobbleheads from patrons who entered the grounds, but the brand is planning on another newsworthy promotion this year as well.
Off the court, Raonic is represented by CAA.