New Balance to become Atalanta's Official Kit Sponsor
Multi-year sponsorship deal to start from 2025/26 season
Atalanta BC are delighted to announce a multi-year sponsorship deal with New Balance, which will see the world-renowned US sporting goods manufacturer become the club's Official Kit Sponsor from the start of the 2025-2026 season.
New Balance will service all the club's technical kits, training wear, equipment and accessories. In addition, Atalanta and the sports brand will release a digital marketing campaign and community activations in support of the club and their fans across the region.
“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.
“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 recognised 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 product will be sold through New Balance retail stores globally.
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 FC Porto, LOSC Lille and Bayer 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 www.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 http://newbalance.newsmarket.com.