Today, New Balance announced a multi-year deal with Atalanta BC as its official kit sponsor, set to begin at the start of the 2025/26 season.
The agreement with the Serie A club will include providing all technical kits, training wear, equipment, and accessories for the club. In addition, New Balance and Atalanta BC will release a digital marketing campaign and community activations in support of the club and their fans across the region.
Bergamo is a city with a deep connection to Atalanta, with the Nerazzurri attracting a passionate local fanbase. The club takes pride in its rich heritage, aligning with New Balance’s commitment to craft and quality. With Atalanta BC’s investment in the community through their youth development academy, they join New Balance in their mission to invest in local communities and change the game for the better.

“New Balance is thrilled to enter into this relationship with Atalanta BC, a club that embodies the spirit of Italian football with its innovative approach and deep-rooted connection to the Bergamo community. This sponsorship underscores our dedication to advancing the sport globally, aligning with a club that understands our connection to craftsmanship and communities. Together, we’ll honor Atalanta BC’s storied legacy through cutting-edge designs and high-performance gear that meets the demands of modern football. We can’t wait for what is to come,” says New Balance Global Director of Football Sports Marketing, Andrew McGarty.
Established in 1907 in Bergamo, Atalanta BC has been a staple in Italian football, starting in regional leagues before ascending to Serie A in 1937. Atalanta won the Coppa Italia in 1963 and the UEFA Europa League in 2024. The club qualified for the UEFA Champions League four times, reaching the quarterfinals in 2020 and securing its place as a contender among Europe’s elite clubs.
“Atalanta BC is excited to begin this journey with New Balance, a brand that needs no introduction, one that has been around for over a century and is recognized worldwide as a leader in its industry," says Luca Percassi, Chief Executive Officer of Atalanta BC. "We are extremely confident that this collaboration will bring success to both brands, as it is based on the sharing of important values."
As part of the deal, Atalanta BC products will be sold through New Balance retail stores globally.