Al Jazira and New Balance Begin Three-Year Partnership in Abu Dhabi

Al Jazira Sports and Cultural Club has signed a three year partnership with New Balance. The global sportswear brand will supply the Abu Dhabi club’s match, training and travel gear.

The deal covers more than the first team. It also includes Al Jazira’s academy and other sports teams. Youth development and community access sit at the centre of the agreement.

A complete club partnership

New Balance will design and supply Al Jazira’s official match kits. It will also provide training apparel and travel gear.

The deal gives New Balance a strong presence across the club. Its products will appear on matchdays, during training and in academy sessions.

Modern kit deals now go far beyond the first team shirt. Clubs need quality apparel for players, coaches and staff. They also need a consistent look across their sporting programs.

Al Jazira’s agreement gives New Balance that opportunity. The brand can build a clear performance identity across the whole club.

Tariq Mohammed Al Muhairi, CEO of Al Jazira Club Group, signed the agreement for the club. Stuart Henwood, Senior Director and General Manager of New Balance MEAI, signed for New Balance.

Both parties have described the deal as a long term investment. Their focus is performance, homegrown talent and community connection.

New Balance gains ground

Al Jazira is a valuable addition to New Balance’s football portfolio. The brand continues to grow across the Middle East, Africa and India.

New Balance has expanded its football business through club deals and player partnerships. It has also increased its focus on performance footwear and technical apparel.

Al Jazira gives the brand a stronger position in the UAE. The club is one of the country’s most recognisable football institutions. It is also known as the Pride of Abu Dhabi.

The club plays at the 38,000 seat Mohamed bin Zayed Stadium. It holds a major position within UAE football.

The agreement also arrives at an important time for football in the Gulf. Global sportswear brands are investing more in the region. League growth, youth participation and commercial interest are driving that investment.

New Balance is taking a long term approach. Its work with Al Jazira includes senior football, youth development and other club sports.

Academy focus matters

Talent development is a central part of the agreement. Al Jazira wants the partnership to support players at every stage.

That includes the first team, the academy and wider sports programs. It gives younger athletes access to current training apparel and footwear.

This matters for a club that wants sustained success. Academy players need the same quality environment as senior professionals. They also need to feel part of the club’s wider structure.

A strong technical partnership can help create that connection. It can support the pathway from grassroots football to elite competition.

Henwood highlighted Al Jazira’s work with local talent and its community ties. New Balance sees the deal as a way to help more young people enter football. The brand also wants to help them develop their skills and follow their sporting ambitions.

Brands are now expected to offer more than product. Clubs want support for youth football, community projects and local participation. The strongest partnerships deliver value beyond kit launches and retail sales.

Kit becomes a platform

A new technical partner brings fresh attention to Al Jazira’s matchday look. New Balance will create the club’s official kits for the next three years.

The brand has already introduced a campaign titled “A Love Letter to Abu Dhabi.” The campaign connects Al Jazira’s colors with the city and its supporters.

That local approach makes sense. Al Jazira has a strong connection with Abu Dhabi. References to the city can give the kit more meaning for players and fans.

Football shirts are now cultural products. Fans wear them at matches, in daily life and across social media. A good kit must work on the pitch and beyond the stadium.

New Balance faces a clear task. It must give players lightweight and functional apparel. It must also create designs that supporters want to wear.

A strong Al Jazira range could boost the club’s retail offer. It could also become a visible symbol of the partnership across Abu Dhabi.

Why it matters

Al Jazira and New Balance Begin Three Year Partnership Built Around Performance and Talent is an important move for both sides. Al Jazira gains a global technical partner. New Balance gains a stronger platform in UAE football.

The real impact will be measured after the first kit launch. The partnership needs to support academy players, community programs and better performance product.

If it delivers in those areas, the deal can become more than a branding exercise. It can help shape football’s next chapter in Abu Dhabi.