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New Balance is the apparel partner of the Melbourne Football Club in the Australian Football League (AFL), and renewed its arrangement with the club for a further three years in December 2013.[18] New Balance also sponsors cricketers Gary Ballance, Jonathan Trott, Pat Cummins, Ben Stokes, James Pattinson, Aaron Finch and Dale Steyn,[19] and announced its multi-year sponsorship of Team Garmin-Sharp, an American professional cycling team, in January 2014.[20] Following the official launch in July 2011,[21] New Balance is the primary sponsor of Boston's bike share system, the New Balance Hubway.[22]
The company previously partnered with Matt Bonner of the National Basketball Association (NBA)'s San Antonio Spurs, providing him with shoes over a period of several years. During the 2010-2011 NBA season, Bonner was sent a prototype for a signature shoe that he was developing with the brand, but the shoes fell apart at the beginning of the game that he first wore them in; after Bonner was informed that the prototype shoes were not meant to be worn, a representative informed him that New Balance was ceasing its sponsorship of basketball.[23]

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