New Balance to Become Atalanta BC’s Official Kit Sponsor in Multi-Year Deal Starting 2025/26.

Roger Hampel

Photo Credit: Atalanta BC

Atalanta BC has signed a new multi-year sponsorship agreement with New Balance, which will become the Serie A club’s Official Kit Sponsor starting from the 2025/26 season. The deal marks the beginning of a global collaboration between the U.S.-based sportswear manufacturer and the Italian top-flight club, focused on both performance and brand expansion.

Full-Service Kit Supply and Global Retail Integration

Under the agreement, New Balance will supply all technical kits, including matchday shirts, training gear, accessories, and equipment for Atalanta's men's and women's teams. This includes not only on-pitch apparel but also merchandise for fans worldwide, with distribution through New Balance's global retail network.

The deal strengthens New Balance’s position in European football, where it already maintains partnerships with clubs such as FC Porto and LOSC Lille. For Atalanta, it represents a significant upgrade in international brand exposure and access to a broader merchandising ecosystem.

Joint Marketing and Community Initiatives

Alongside product supply, the partnership includes joint marketing activations and regional community campaigns. These efforts aim to connect Atalanta’s fan base — especially in Bergamo and northern Italy — with New Balance’s global platform.

Digital campaigns will highlight the values shared by both organizations: local community focus, performance innovation, and commitment to craftsmanship. These values align with Atalanta's club identity, which blends deep regional roots with consistent competitive performance in domestic and European competitions.

Strategic Commentary from Both Sides

Andrew McGarty, Global Director of Football Sports Marketing at New Balance, noted that the partnership “underscores our dedication to advancing the sport globally” and praised Atalanta's innovation and community connection.

Atalanta CEO Luca Percassi added that the collaboration is rooted in “shared values” and expressed confidence in the mutual success of the partnership, pointing to New Balance’s heritage and global reputation in sportswear.

Business and Brand Implications New Balance Atalanta

This partnership comes at a key moment for Atalanta, who have grown into a consistent European contender in recent seasons. The New Balance deal enhances the club’s:

• Merchandise revenue potential, through wider global distribution

• International brand visibility, especially in North American and Asian markets

• Fan engagement capabilities, via co-branded campaigns and digital outreach

For New Balance, the move signals continued investment in football, expanding its presence in the Italian market and reinforcing its commitment to top-tier club partnerships.