Atalanta expand New Balance partnership with stadium naming rights

Italian soccer’s Atalanta have expanded their partnership with New Balance in a deal that sees the US sportswear brand take on naming rights to the club’s stadium.

Contract:

• Venue in Bergamo will now be called the New Balance Arena, effective immediately
• Boston-based New Balance also secures exclusive naming rights to Atalanta’s youth academy, which will be named New Balance Academy – Dedicata a Mino Favini

Context:

The agreement marks a swift expansion of the partnership between Atalanta and New Balance. The Serie A club, owned by a US-based consortium led by Bain Capital co-chairman Stephen Pagliuca, switched to New Balance as its official kit supplier this season, replacing Joma.

New Balance already has kit supplier deals with the likes of German’s Bayer Leverkusen, France’s Lille and Portugal’s Porto.

Atalanta, who qualified for the Uefa Champions League after finishing third in Serie A last season, have played at the same ground since it opened in 1928. The venue was renamed the Gewiss Stadium in 2019 after a sponsorship agreement with electronics company Gewiss and underwent major renovations.

The stadium reverted to the name Stadio di Bergamo after Gewiss relinquished naming rights over the summer.

Other Serie A clubs with stadium naming rights deals this season include Juventus (Allianz Stadium), Udinese (Bluenergy Stadium), Cagliari (Unipol Domus), Pisa (Cetilar Arena) and Sassuolo (Mapei Stadium – Città del Tricolore).

Comment:

“We are excited about our partnership with New Balance as we share the common values of hard work, integrity and a deep commitment to our community,” said Atalanta co-chairman Stephen Pagliuca. “We look forward to continued success on and off the pitch”.

Chris Davis, brand president and chief marketing officer of New Balance, added: “This stadium has always belonged to the Bergamo community. Their passion, loyalty, and spirit are what make it sacred ground. As we enter this new chapter with the New Balance Arena, this moment is a reflection of our enduring commitment to the club, its legacy, and the generations of supporters who have filled these stands and carried its history forward.

“We’re honoured to stand alongside Atalanta BC and its devoted fanbase as a part of this journey.”

Coming next:

The stadium will host its first game under its new name when Atalanta face Club Brugge in the Champions League on 30^th September.

SOURCE: https://www.sportspro.com/news/atalanta-stadium-new-balance-arena-naming-rights-september-2025/