New Balance has signed a three-year partnership with Mina Cup, becoming the youth football tournament’s Official Footwear, Apparel and Accessories Partner.
The agreement brings the sports brand into one of the region’s leading youth football competitions, which welcomes teams from across the Middle East, North Africa and beyond.
For New Balance, the partnership forms part of its continued expansion in football across the region, while placing grassroots development and engagement with young players at the centre of the collaboration.
Across the Mina Cup season, the brand will provide new tournament kit while introducing activations and immersive fan engagement zones for players, families and supporters.
New Balance strengthens grassroots football presence
Grassroots development and community engagement are key elements of New Balance’s approach to sport in the region.
Through Mina Cup, the brand plans to connect directly with young players, fans and local communities while creating experiences around the tournament that extend beyond competition.
The partnership will also support player development opportunities, alongside product, content and tournament activations.
Stuart Henwood, Senior Director, New Balance MEAI, said:
“We are honored to partner with one of the region’s premier football competitions. CBF and the Mina Cup represent everything we value at New Balance: passion for sport, commitment to community, and the development of future talent. As we continue to grow our football business across the region, we look forward to engaging with players, fans and communities through meaningful experiences, creating lasting brand moments and building connections that extend well beyond the pitch.”
He added:
“During a challenging period for the region, it is especially meaningful to establish this partnership. The shared vision, values, and commitment to empowering young people through sport make this a truly authentic collaboration between New Balance and CBF. We are excited about what we can achieve together over the next three years.”
Mina Cup builds international platform for young players
Mina Cup was launched in Dubai in 2021, with the tournament designed to give young footballers an international environment in which to compete and develop.
The competition has since developed into a meeting point for youth teams from the region and further afield.
Chris Brown, CBF Managing Director & Founder of Mina Cup, said:
“We are extremely proud to welcome New Balance as an official partner of Mina Cup.
Since launching Mina Cup in Dubai in 2021, our ambition has been to create an international football experience that gives young players the opportunity to compete, develop, and create memories that will stay with them throughout their football journey.
New Balance shares our passion for football and our commitment to supporting the next generation. Their global reputation, football heritage, and belief in challenging convention make them a natural partner for Mina Cup.
This partnership will allow us to further strengthen the experience we provide for players, teams, coaches, families, and supporters through tournament apparel, product, content, activations, and player development opportunities.
We are excited to work closely with the New Balance team and bring this partnership to life across the Mina Cup season.”
Partnership builds on New Balance growth in the region
The Mina Cup agreement comes as New Balance continues to expand its presence across the Middle East.
Since establishing its Dubai subsidiary in 2019, the brand has grown to 12 stores across the UAE and more than 90 across the Middle East, Africa and India (MEAI) region.
Its regional involvement has also extended beyond retail. New Balance has partnered with running clubs and community-led initiatives while developing experiences around sport, movement and local culture.
These have included Local Legends, which connected neighbourhood running communities with independent cafés and businesses, as well as the UAE-exclusive 1080.
The Mina Cup partnership now extends that community-focused approach further into youth football, with the three-year agreement creating a longer-term platform for New Balance to work with emerging players, teams and their wider communities.
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