Parker Valby’s New Balance deal could generate influx of new track fans

The GIST: Former University of Florida track star Parker Valby inked a deal with New Balance last week as she ramps up to her first year as a pro. In an interview with the GIST, Valby said she had a gut feeling New Balance was the right fit for her, opting not to re-sign with Nike after she became the first collegiate women’s runner to sign an endorsement deal with the brand in 2023.

• As the sport’s popularity continues to grow, Valby — who boasts 181K Instagram followers — could be the boon women’s track & field needs to translate running hobbyists into fans of the professional sport. Setting the pace.

The landscape: Every four years, women’s track & field takes center stage at the Summer Olympics — more than 34M viewers tuned into the broadcast that included American star Sha’Carri Richardson’s 100m silver medal finish in Paris this August. However, the intervening years typically see viewership lulls due to the lack of marketing and inaccessibility of big meets on major networks.

• New events are trying to change this, including Athlos, which saw 3M viewers at its inaugural meet in September, and Grand Slam Track, which is trying to solve the sport’s marketing problem. These leagues are aiming to offer accessible opportunities for fans to engage with the sport outside of the Olympics, while also offering athletes increased compensation.

The audience: With 48M runners across the country, the U.S. boasts one of the biggest running markets in the world, but this doesn’t necessarily translate into high track & field viewership. By capitalizing on Valby’s collegiate popularity, New Balance may be able to bridge the gap between enjoying running as a hobby and generating track fandom and viewership.

Zooming out: Women’s sports sponsorships, partnerships, and merchandising sales are expected to generate $696M in 2024, and these deals are especially important for creating fandom. By combining popular and successful athletes like Valby with prestigious brands like New Balance, the reach of both entities expands.

• And this isn’t the first time New Balance has forayed into elevating women’s individual sports: Tennis superstar Coco Gauff — who released the Coco CG1 performance shoe with the brand in 2022 — set an attendance record at her first US Open win and continues to draw record audiences. Aces all around.