May 1 – New Balance has secured a multi-year agreement to become the official kit supplier of Atalanta B.C. from the 2025/26 season, replacing long-time partner Joma in a move that marks a commercial step up for the Bergamo-based club.
Joma’s run with Atalanta will come to an end after eight seasons — a period that saw the club rise from mid-table anonymity to UEFA Europa League champions and regular European contenders.
While the Spanish brand was part of that journey, New Balance arrives as a much bigger global player, with the new deal expected to be significantly more lucrative, though financial terms remain under wraps.
For New Balance, Atalanta adds another in-form name to a growing European portfolio that now includes Bundesliga champions Bayer Leverkusen. It’s a clear sign the Boston-based company is doubling down on elite clubs outside the traditional “superclub” tier — clubs with momentum, strong identity, and expanding global pull.
Despite having lost key partnerships with Liverpool, AS Roma and Celtic in recent seasons, the brand’s latest activity marks a positive shift in its football strategy.
Atalanta’s recent success on the pitch makes this a signal of where the club see themself going — both competitively and commercially — as they transition to a global stage with a global kit supplier in tow.
New Balance Global Director of Football Sports Marketing, Andrew McGarty, said of the partnership: “New Balance is thrilled to enter into this relationship with Atalanta B.C., a club that embody the spirit of Italian football with their 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 understand our connection to craftsmanship and communities. Together, we’ll honour Atalanta B.C.’s storied legacy through cutting-edge designs and high-performance gear that meets the demands of modern football.”
As part of the deal, New Balance will deliver technical kits, training wear and accessories, alongside community-led campaigns that tap into Bergamo’s passion and heritage — bringing style, substance, and local pride to the heart of Italian football.
“Atalanta B.C. are 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,” explained Luca Percassi, Chief Executive Officer of Atalanta BC.
Contact the writer of this story, Harry Ewing, at moc.l1746118205labto1746118205ofdlr1746118205owedi1746118205sni@g1746118205niwe.1746118205yrrah1746118205