Official: Atalanta announce new multi-year sponsorship deal

Atalanta have announced a new multi-year sponsorship deal with New Balance to become the club’s Official Kit Sponsor from the start of the 2025-2026 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,” La Dea said in a statement on Wednesday.”

During a press conference to unveil the agreement, Atalanta CEO Luca Percassi revealed that sporting director Tony D’Amico would remain at the club despite Milan’s interest.

“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,” the Atalanta statement continued.

“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.”