The brand has agreed on a multi-year agreement with the Italian Serie A team.
New Balance has secured a multi-year kit sponsorship deal with Atalanta B.C., to start in the 2025/26 season. The American brand will supply all technical kits, training wear, equipment and accessories for the club. The agreement also involves a joint digital marketing campaign and community activations in support of the club and its fans across the region. As part of the deal, Atalanta B.C. products will be sold globally through New Balance retail stores.
Established in 1907 in Bergamo, in Italy’s Lombardy, Atalanta Bergamasca Calcio ascended to Serie A in 1937 and later became a contender among Europe’s elite football clubs. Atalanta won the Coppa Italia in 1963 and the UEFA Europa League in 2024. The club has also qualified for the UEFA Champions League four times, reaching the quarterfinals in 2020. Atalanta is headed by President Antonio Percassi and Co-Chairman Stephen Pagliuca.
