Serie A Enilive: New Balance replaces Joma as equipment supplier of Atalanta BC from 2025-26

New Balance is to become the equipment supplier of Atalanta BC (Serie A Enilive) as part of a "multi-year sponsorship deal" from the 2025-26 season, announced the club on 30/04/2025.

"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. As part of the deal, Atalanta BC product will be sold through New Balance retail stores globally," said the Italian club.

New Balance replaces Spanish brand Joma, which became the technical supplier of Atalanta BC during in 2017-18. The club announced that it would not renew this partnership beyond the 2024-25 season on 29/04/2025. No club was under contract with New Balance in the 2024-25 Serie A Enilive season.

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