Milos Raonic Extends New Balance Contract

New Balance Signs Milos Raonic
Canadian tennis player Milos Raonic.
Courtesy of New Balance

Athletic brand New Balance extended its contract with rising tennis star Milos Raonic. The long-term deal will tie the Canadian player to the Boston-based company for the rest of his career.

“I have been very fortunate to work alongside the great team at New Balance for the past two-plus years,” Raonic said in a statement. “Their openness to new ideas and development of their tennis product has been something I’ve been very honored to be a part of and help develop.”

The company first signed Raonic in 2013. Since then, he has been the face of the New Balance’s men’s tennis push, wearing its footwear and apparel on the court as well as helping to launch tennis-focused collections.

On the women’s side, meanwhile, the company earlier this year signed top-ranked British player Heather Watson.

Milos Raonic and Jim Davis Milos Raonic with New Balance Chairman Jim Davis.

Raonic will star in the firm’s marketing campaigns, which include print, online and in-store initiatives. He is also expected to work with New Balance’s digital teams.

“Milos is an extraordinary young man and athlete, and we are thrilled that he will remain one of the vital members of New Balance’s team for years to come,” New Balance Chairman Jim Davis said in a statement.