Atalanta and General Fruit continue together for another two seasons
The brand has become a Gold Sponsor of the Nerazzurri
Atalanta BC have extended their partnership with General Fruit for a further two sporting seasons beyond the current one. Already an Official Sponsor for the past four years, General Fruit has now been upgraded to Gold Sponsor status and will remain alongside the Nerazzurri through at least the 2027/2028 season.
A long-established, family-run business owned by the Lochis family, General Fruit is now led by its fourth and fifth generations. A recognized name in the food & beverage sector, the company provides a broad portfolio of products for the professional market — from syrups to concentrated juices — and operates in around 50 countries, supported by dedicated logistics and customer service.
General Fruit also serves as a supplier to the Volvo Lounge, one of the premium hospitality areas at the New Balance Arena. On Serie A and Coppa Italia matchdays, guests can enjoy a premium experience, with a curated selection of cocktails crafted using the company’s products, available both pre-match and at halftime.
STATEMENTS
“After the first four years, we are proud to have renewed our partnership with Atalanta BC for a further three football seasons,” said the Lochis family. “We are delighted to have become a Gold Sponsor of Bergamo’s leading football club and to continue our collaboration within the Volvo Lounge, where we provide a cocktail service for all guests using our Polot 1882 branded products — an internationally renowned label representing mindful, high-quality drinking.”
“We are particularly pleased to have renewed our agreement with General Fruit,” said Luca Percassi, Chief Executive Officer of Atalanta. “This agreement reflects not only the achievement of our shared objectives, but also a strong alignment in vision and strategic direction. Continuing this partnership represents a concrete opportunity to further strengthen the path we have built together so far.”
ABOUT GENERAL FRUIT Founded in 1988 by the Lochis family, General Fruit is the natural evolution of the individual firm "Lochis Liqueurs and Syrups". Thanks to its thirty-year expertise, the company based in Credaro, in the province of Bergamo, has established itself as a National benchmark of the F&B industry: specialising in the production and marketing of a wide range of complementary fruit-based products (such as juice concentrates, cocktail syrups, lemon juice, toppings, preparations for soft drinks et alia), General Fruit carries out its business operations in the HORECA and Food Service sectors both nationwide and on an International level, exporting its product to more than 40 countries across the globe.
Should you need any further information, check GENERAL FRUIT's website.