Atalanta BC: New Balance extends partnership & succeeds Gewiss as stadium naming partner from 2025-26

New Balance, equipment supplier of Atalanta BC (Serie A Enilive) since the start of the 2025-26 season, has extended its partnership with the club and acquired the naming rights to the Stadio Atleti Azzurri d'Italia (23,439 capacity), which will take the name "New Balance Arena" with immediate effect from 25/09/2025.

This is the first naming agreement signed by the American equipment manufacturer. The contract also includes the naming rights for the youth team's training centre, which will be renamed the "New Balance Academy - Dedicata a Mino Favini" (after the former club player and scout).

New Balance succeeds Gewiss, an Italian company specialised in home automation solutions and products, which gave its name to the Bergamo (ITA) stadium under a naming rights agreement covering six seasons (2019-2026) and valued at €700,000 a year. The brand has not extended its contract, but retains the visibility on the backs of players' shirts included in the initial partnership.

Only two other clubs from the European Top 5 leagues are equipped by New Balance in 2025-26: LOSC Lille (Ligue 1…