TLL Staff
Former University of Florida track star Parker Valby has signed a sponsorship deal with New Balance, marking a significant step as she embarks on her professional career.
The move sees Valby declining to renew her contract with Nike, which had previously made her the first collegiate female runner to sign an endorsement deal with the brand in 2023.
Valby, who boasts 181,000 followers on Instagram, appears poised to play a crucial role in boosting the profile of women’s track and field. As the sport’s popularity surges, her influence may help convert casual running enthusiasts into dedicated fans of professional track events.
Parker is a six-time NCAA Champion, current record holder for the 5,000m indoor, 5,000m outdoor and 10,000m, and the 2024 10,000m Olympic finalist. Parker chose to move to Boston to train on the brand’s Boston campus and with Team New Balance Boston, one of the most elite running teams in the world.
“I am excited to join the New Balance family and train in Boston with such an incredible group of runners. Family is very important to me and it was very clear that New Balance was the brand for me and I can’t wait to get started,” says Parker. “Boston already feels like home and I am honored to start my professional career with a brand that wants to support my dreams on and off the track.”
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The landscape of women’s track and field has been challenging, with viewership often declining between Olympic cycles due to limited marketing and coverage. Recent initiatives like Athlos, which attracted 3 million viewers at its debut event, and Grand Slam Track aim to increase accessibility and engagement, offering fans more opportunities to connect with the sport year-round.
The U.S. is home to 48 million runners, yet this does not always translate into high viewership for track and field events. By leveraging Valby’s collegiate success, New Balance hopes to bridge this gap and elevate the sport’s appeal.
The broader market for women’s sports is also expanding, with projections of $696 million in sponsorships and merchandising sales by 2024. Collaborations between prominent athletes like Valby and established brands like New Balance are expected to drive fan engagement and growth in the industry.
“Parker is an incredible talent who shares the same values we do at New Balance, and we are honored to have her join our family of athletes,” says Pete Riley, New Balance Head of Running Sports Marketing. “Having Parker living in Boston and training on our campus is a tremendous opportunity forus to work closely on inspiring the next generation of runners and push innovation forward across product lines.”
New Balance has a track record of supporting women in individual sports, as seen with tennis star Coco Gauff, whose partnership with the brand has yielded significant audience engagement.