Italian Serie A side Atalanta BC will be sporting a new sponsor on their traditional blue-and-black striped kits when they take to the pitch next season.
The 2023-24 UEFA Europa League winners announced on Wednesday, April 30, that they had signed a multi-year deal with Boston-based sportswear company New Balance to supply their kits, training wear, equipping and accessories, starting with the 2025-26 season.
“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 recognized worldwide as a leader in its industry,” said Luca Percassi, chief executive officer of Atalanta BC, in a press release. “We are extremely confident that this collaboration will bring success to both brands, as it is based on the sharing of important values.”
Atalanta had been outfitted by Spanish company Joma since 2017. Prior to that, they were with Nike for three seasons and Errea for seven.
“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.”
— Andrew McGarty, Global Director of Football Sports Marketing, New Balance
In 2024-25, New Balance only outfitted two clubs of note across Europe’s top domestic leagues: Lille OSC of Ligue 1 (France) and FC Porto of the Liga Portugal. The company also supplied kits for English Premier League powerhouses Liverpool FC from 2015 to 2020.
Atalanta currently sit in third place in the 2024-25 Serie A table with four games remaining, a position that would give them an automatic berth in next season’s UEFA Champions League should they maintain it. They bowed out of the 2024-25 Champions League after losing 5-2 on aggregate to Club Brugge out of Belgium.
