Atalanta and New Balance reveal new stadium name
The historic stadium will now be called New Balance Arena
Atalanta BC and New Balance today unveiled the next stage in their relationship. Having become Atalanta BC’s official sponsor and kit creator at the start of the 2025/26 season, New Balance will now take on naming rights to the club’s historic stadium in Bergamo. Starting today, the Stadio di Bergamo will now be the New Balance Arena.
Giving back to the community and developing the next generation of footballers is at the heart of the relationship between Atalanta BC and New Balance and therefore, as part of the deal, New Balance has also secured exclusive naming rights to Atalanta BC’s youth academy. The Academy will be named New Balance Academy – Dedicata a Mino Favini, in honour of renowned talent developer and youth mentor Mino Favini.
Reflecting on this new chapter in the alliance between the Club and the Boston-based brand, Atalanta BC co-Chairman Stephen Pagliuca stated: “We are excited about our partnership with New Balance as we share the common values of hard work, integrity and a deep commitment to our community. We look forward to continued success on and off the pitch”.
Built in 1928, the ground has been Atalanta BC’s home for almost a century. Known by its loyal fanbase as the home of the Nerazzurri, it combines modern facilities with the intimate and passionate atmosphere of Bergamo. Since moving into full club ownership in 2017, and under the stewardship of President Antonio Percassi, Co-Chairman Stephen Pagliuca and CEO Luca Percassi, the stadium has become a symbol of Atalanta’s ambition, independence and strong community roots – a legacy that New Balance is proud to support and uphold for generations of fans.
"This stadium has always belonged to the Bergamo community," remarked Chris Davis, Brand President & Chief Marketing Officer of New Balance. "Their passion, loyalty, and spirit are what make it sacred ground. As we enter this new chapter with the New Balance Arena, this moment is a reflection of our enduring commitment to the club, its legacy, and the generations of supporters who have filled these stands and carried its history forward. We’re honored to stand alongside Atalanta BC and its devoted fanbase as a part of this journey."
This agreement marks the first time New Balance is committing its name to a pro-sports stadium. It reflects a relationship built on mutual respect and shared values: dedication to craftsmanship, community, and the importance of family – with both organisations being family-owned and operated. Together, Atalanta and New Balance will invest in the next generation of athletes and supporters, while working to elevate the club as a global force, both on and off the pitch.
About New Balance Football
New Balance Football takes an original approach to designing and developing product, focusing on the unique needs of the player and the game. This is reflected in the quality of the sponsorships it has secured, including an enviable lineup of some of the world’s great football clubs including Atalanta BC, FC Porto, LOSC Lille and Bayer 04 Leverkusen, as well as a roster of topflight players who excel at the highest level of the game. For more information about New Balance Football, visit newbalance.com/football. New Balance Football can be found on Facebook, Twitter, Instagram.
About New Balance
New Balance, headquartered in Boston, MA, has the following purpose: Independent since 1906, we empower people through sport and craftsmanship to create positive change in communities around the world. New Balance employs 10,000 associates around the globe, and in 2024 reported worldwide sales of $7.8 billion. New Balance owns five athletic footwear factories in New England and one in Flimby, U.K. New Balance MADE U.S. footwear contains a domestic value of 70% or more and makes up a limited portion of New Balance’s U.S. sales. To learn more about New Balance, please visit www.newbalance.com; for the latest press information visit newbalance.newsmarket.com.