Atalanta have taken their relationship with New Balance to a new level after confirming that the US sportswear giant has secured the naming rights to their home stadium and youth academy.
The Deal
- The venue in Bergamo will now be known as the New Balance Arena, effective immediately.
- New Balance also takes exclusive naming rights to the Atalanta youth academy, which will be branded as the New Balance Academy – Dedicata a Mino Favini.
- This follows Atalanta’s recent switch from Joma to New Balance as their official kit supplier at the start of the season.
The partnership makes Atalanta the latest Serie A club to secure a stadium naming deal, joining Juventus (Allianz Stadium), Udinese (Bluenergy Stadium), Cagliari (Unipol Domus), Pisa (Cetilar Arena), and Sassuolo (Mapei Stadium).
Context and Legacy
Atalanta have played at the same ground since it opened in 1928. The stadium was previously known as Gewiss Stadiumfrom 2019 until the electronics brand gave up its naming rights in the summer, after which the ground temporarily reverted to Stadio di Bergamo.
Now rebranded under New Balance, the arena will debut its new name when Atalanta host Club Brugge in the Champions League on September 30th.
The club’s co-chairman, Stephen Pagliuca, praised the shared values between Atalanta and New Balance, while New Balance brand president Chris Davis underlined the company’s commitment to Bergamo’s community, describing the venue as “sacred ground” for generations of supporters.
Why New Balance Made This Move?
- Deepening roots in Italy and Europe
By combining kit supply with naming rights, New Balance is ensuring consistent brand visibility across multiple fan touchpoints — shirts, stadium, and academy. This strengthens its footprint in a market traditionally dominated by Nike, Adidas, and Puma. - Community-first positioning
Naming rights to the academy is just as significant as the stadium. It signals a long-term investment in youth development, aligning the brand with Atalanta’s reputation for producing elite talent. - Strategic timing
Atalanta’s Champions League qualification makes this the ideal moment to attach the New Balance name to a globally visible property. The Champions League stage maximises international exposure, especially in North America and Asia. - The broader playbook
This follows New Balance’s portfolio of club partnerships — Bayer Leverkusen, Lille, Porto — but goes further by embedding itself into physical infrastructure. It’s a bold move that elevates New Balance from kit supplier to cultural stakeholder.
The New Balance Arena isn’t just about a name change — it’s a case study in how brands can step beyond kits and ads to own lasting cultural moments in sport.
The question is: which brand will be bold enough to make the next move?
