Dubai, UAE | 29 September 2026
New Balance has become the Official Footwear, Apparel and Accessories Partner of Mina Cup under a three-year partnership covering all Mina Cup events.
The agreement brings New Balance into the full Mina Cup season, including the flagship international tournament in Dubai and Mina Cup’s other youth football events.
New Balance will provide tournament kit and product while working with Mina Cup on event activations, content and player development opportunities. Plans also include branded fan engagement areas designed for players, teams, families and spectators.
Partnership details
The New Balance and Mina Cup partnership covers:
- A three-year agreement across all Mina Cup events
- Official footwear, apparel and accessories partner status
- Tournament kit and product
- Event branding and fan engagement activations
- Partnership content and player development opportunities
The partnership begins as Mina Cup prepares for its next season of competitions, including Mina Cup 2027 in Dubai.
Supporting young footballers through competition
Organised by CB Football Management, Mina Cup runs youth football tournaments and experiences for boys and girls across different age groups and formats.
The tournament was founded in Dubai in 2021 to connect young players from the UAE and other countries through football. Teams from more than 30 countries have since taken part in Mina Cup events.
Previous participants have included youth teams from Newcastle United, Yokohama FC, Corinthians, Crystal Palace, Melbourne City and Chicago Fire, alongside international academies and regional clubs.
The partnership adds New Balance’s football experience to Mina Cup’s event programme. The sports brand already works across professional and youth football and has supported grassroots programmes designed to give young players greater access to the game.
Chris Brown, Managing Director of CB Football Management and 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 focus on supporting the next generation. We are excited to work closely with their team and bring this partnership to life across the Mina Cup season.”
New Balance expands its football presence in the region
New Balance has continued to grow its football operations in the Middle East through club partnerships, retail expansion and community programmes.
The Mina Cup agreement gives the brand a direct presence within an international youth football environment. It will allow New Balance to engage with young players, coaches and families throughout the tournament calendar.
Stuart Henwood, Senior Director and General Manager of New Balance MEAI, said:
“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 and building connections that extend beyond the pitch.”
What the partnership means for Mina Cup events
Players and visitors will begin to see the partnership through tournament apparel, New Balance branding and on-site activations.
Teams interested in taking part can review the Mina Cup 2027 tournament information and register their interest.
Businesses interested in working with Mina Cup can also view the available partnership opportunities.
Frequently asked questions
New Balance is the Official Footwear, Apparel and Accessories Partner of Mina Cup. The partnership includes tournament kit, product, content, branding, event activations and player development opportunities.
The agreement will run for three years.
The partnership covers all Mina Cup events held during the agreement, including the flagship international tournament in Dubai and other competitions within the Mina Cup season.
New Balance will support Mina Cup through tournament apparel and product, brand activations, fan engagement areas, content and agreed player development initiatives.
Teams can find dates, age categories and registration information on the Mina Cup 2027 page.