Partnership brings together one of the world’s leading sports brands and the Middle East’s premier youth football tournament to inspire, develop and celebrate the next generation of football talent.
Dubai, UAE, September 29 2026 – New Balance is delighted to announce a new three-year partnership with Mina Cup, becoming the tournament’s Official Footwear, Apparel, and Accessories Partner.
Mina Cup is one of the region’s leading youth football competitions, bringing together teams from across the Middle East, North Africa, and beyond. Partnering with such a prestigious tournament is a significant milestone for New Balance as the brand continues to accelerate the growth of its football category across the region.
Grassroots football development and community engagement are fundamental to the New Balance brand. Through this partnership, New Balance looks forward to connecting with players, fans, and local communities throughout the Mina Cup tournament and beyond, creating meaningful experiences that celebrate the game and inspire the next generation of athletes.
As part of the partnership, New Balance will deliver exciting new kit, brand activations and immersive fan engagement zones at Mina Cup events, further enhancing the tournament experience for participants and spectators alike.
Reflecting on the announcement, 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.”
“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.”
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.” he continued.
Since establishing its subsidiary in Dubai in 2019, New Balance has continued to strengthen its presence across the Middle East, with 12 stores across the UAE and more than 90 stores across the MEAI region. Beyond retail, the brand has become an active participant in local sporting communities, partnering with running clubs, supporting community-led initiatives and creating experiences that celebrate movement and culture. From Local Legends, which paired neighborhood running communities with independent cafés and businesses, to the UAE-exclusive 1080, New Balance continues to invest in the people and communities shaping sport across the region.
About New Balance
New Balance, headquartered in Boston, MA, has the following purpose: Independent since 1906, we empower people through sport and craftsmanship to create positive change in communities around the world. New Balance employs 14,000 associates around the globe, and in 2025 reported worldwide sales of $9.2 billion. New Balance owns five athletic footwear factories in New England and one in Flimby, U.K. New Balance MADE U.S. footwear contains a domestic value of 70% or more and makes up a limited portion of New Balance’s U.S. sales. To learn more about New Balance, please visit newbalance.com; for the latest press information visit newbalance.newsmarket.com.
About Mina Cup
Organised by CB Football Management, Mina Cup is the most prestigious youth football tournament in the Middle East created to connect and develop young players from the UAE and around the world through football.
Mina Cup delivers year-round tournaments and football experiences for boys and girls aged 8 to 16 across different formats and locations. The season culminates in the flagship Mina Cup tournament in Dubai, where leading professional clubs, international academies, and regional teams compete in a high-quality football environment.
The tournament combines international competition, excellent facilities, professional organization, and the energy and hospitality of Dubai to create a memorable experience for players, coaches, and families.
Beyond competition, Mina Cup promotes player development, cultural exchange, teamwork, opportunity, and lasting connections through football.