Atalanta Announce Stadium Naming Rights and Academy Partnership with New Balance

Atalanta have entered into a major new partnership with sportswear brand New Balance, which includes the naming rights to their stadium and a rebranding of their youth academy. The club's ground in Bergamo will now be known as the New Balance Arena, while the youth sector will be renamed the New Balance Academy in honour of the late club legend Mino Favini. The deal, announced on Wednesday, represents a significant expansion of the existing relationship between the Serie A side and the American technical supplier.

Club co-owner and co-chairman Stephen Pagliuca emphasised the shared values at the heart of the agreement. He stated that the club is proud to collaborate with a brand that shares its core values of dedication, integrity, and a strong commitment to the community. The partnership is framed as a strategic union that extends far beyond a standard kit supply agreement, aiming to deeply embed the brand within the club's identity and future projects.

For New Balance, the move solidifies its commitment to a club it views as a perfect model of sporting craftsmanship. Chris Davis, representing the Boston-based brand, described the stadium as a sacred place that embodies the essence of passion, loyalty, and community spirit. The agreement underscores New Balance's strategy of aligning with clubs that possess a strong local identity while competing at the highest European level, a profile Atalanta has built under the ownership of the Percassi family and Pagliuca.

The redevelopment and naming of the stadium, known for its intense atmosphere particularly in the home curva, is seen as a key step in modernising the club's infrastructure without sacrificing its intimate feel. The partnership also commits both parties to social projects aimed at giving back to the Bergamo community and supporting the passion of younger generations. This community focus remains paramount for a club whose identity is deeply rooted in its local region.

This deal arrives as Atalanta continues to push for a top-four finish in Serie A and a return to the Champions League, a competition where they have previously impressed under manager Gian Piero Gasperini. The financial and structural backing from a global partner like New Balance provides further stability and ambition for the club's long-term sporting project. It signals a shared ambition to grow together, with the New Balance Arena standing as the physical symbol of that collaborative future.