Six years after its last naming, Atalanta`s home ground has officially changed its identity. The stadium in Bergamo, previously known as Gewiss Stadium, sees the conclusion of the partnership between the Nerazzurri club and the electrotechnical company for its naming rights. Gewiss will, however, continue its association with the “Dea” in a different capacity, specifically as a back sponsor. As of yesterday, a new inscription, white on a black background, now adorns the Bergamo stadium: New Balance Arena. This significant change was officially announced by the Orobic club just moments ago with the following statement:
Official Statement from Atalanta
Atalanta BC and New Balance are delighted to announce a new milestone in their collaboration. After becoming the Official Kit Sponsor of the Club at the start of the 2025/26 season, New Balance has now also acquired the naming rights for Bergamo`s historic stadium, which will officially be known as the New Balance Arena starting today.
Central to this expanded partnership is a shared commitment to delivering value to the community and fostering the development of new generations of footballers. In line with this vision, the agreement also includes the exclusive naming rights for the Nerazzurri youth sector headquarters, which will be named the New Balance Academy–Dedicata a Mino Favini, honoring the `master` of Atalanta`s youth academy, a renowned talent scout and developer, and a symbol of the Club`s educational model.
On the occasion of this new chapter in the collaboration between the Club and the Boston-based brand, Stephen Pagliuca, Co-Chairman of Atalanta BC, stated: “We are thrilled with our partnership with New Balance, a collaboration built on shared values such as hard work, integrity, and a deep commitment to our community. We look forward to continuing to achieve success both on and off the pitch.”
Constructed in 1928, the stadium has been the revered home of Atalanta and its devoted fans for nearly a century. It seamlessly blends modern infrastructure with the warm, passionate atmosphere characteristic of the city of Bergamo. Since 2017, following the Club`s full acquisition of the property, and thanks to the strategic vision of President Antonio Percassi, Co-Chairman Stephen Pagliuca, and CEO Luca Percassi in subsequent years, the stadium has emerged as a distinctive symbol of Atalanta`s ambition, enterprise, and profound connection to its community. It is a legacy that New Balance is proud to support and pass on to future generations of fans.
“Always a symbol of Bergamo and its social fabric,” declared Chris Davis, Brand President & Chief Marketing Officer at New Balance, “this stadium embodies the essence of passion, loyalty, and the spirit of its community. The inauguration of the New Balance Arena opens a new chapter, demonstrating our steadfast commitment to the Club, its history, and the generations of fans who have filled these stands and safeguarded its legacy. We are proud to stand alongside Atalanta BC and its extraordinary fanbase on this journey of growth and shared success.”
This agreement marks a truly historic milestone, as it signifies the first instance of New Balance lending its name to the stadium of a professional sports club. This pivotal development is founded on shared values that underpin the partnership with Atalanta: excellence, a strong sense of community, and the centrality of family – principles that characterize both family-run organizations. Together, Atalanta and New Balance are committed to investing in the development of new generations of athletes and fans, with the overarching goal of further solidifying the Club`s position as an international benchmark, both on and off the field.
