New Balance and Atalanta Bergamasca Calcio (Atalanta BC or simply Atalanta) have unveiled a new stage in their relationship. New Balance has taken on naming rights to the club’s historic stadium in Bergamo, built in 1928. The stadium is now officially designated as New Balance Arena, effective Sept. 25, 2025. It is the first time that New Balance has committed its name to a pro-sports stadium. Earlier this year, New Balance had secured a multi-year kit sponsorship deal with Atalanta BC, starting in the 2025/26 season.
As part of the expanded agreement, New Balance has also acquired exclusive naming rights to Atalanta’s renowned youth academy, which has produced several notable talents over the years. The Academy will be named New Balance Academy – Dedicata a Mino Favini, in honor of Atalanta’s talent developer and youth mentor Mino Favini.
Founded in 1907 in Bergamo, Atalanta ascended to Serie A, the highest level of Italian football, in 1937. Atalanta won the Coppa Italia in 1963 and the UEFA Europa League in 2024. The club is headed by President Antonio Percassi, Co-Chairman Stephen Pagliuca and CEO Luca Percassi.
