Atalanta stadium now New Balance Arena after naming rights deal | OneFootball

Atalanta opens a new chapter in its history. After six years under the name Gewiss Stadium, the Nerazzurri’s facility officially changes its name and becomes the New Balance Arena.

Atalanta, the stadium becomes New Balance Arena: new naming rights in Bergamo are official

The decision comes following a partnership with the Boston-based brand, which has already been the club’s technical sponsor since last July.

The announcement and bureaucratic steps

The agreement between the parties had been reached some time ago, but the official confirmation only arrived after the completion of the bureaucratic process and the green light from the Superintendence. In fact, until August, the old Gewiss logo was still visible on the South and North stands. The removal was completed on September 12, while the new New Balance sign appeared on September 24.

The first match under the new name will be on Tuesday, September 30 against Brugge (6:45 pm). However, due to UEFA regulations, it will not be possible to use the sponsor’s name in European competitions: for this reason, the “real” inauguration will take place in the league, on Saturday, October 4 against Como (8:45 pm).

Strategic partnership between Atalanta and New Balance

The duration of the contract has not been made public, but it is expected to be at least equal to the six years that characterized the agreement with Gewiss (2019-2025).

Co-chairman Stephen Pagliuca, a key figure in the relationship between Bergamo and Boston, commented: “We are thrilled with our partnership with New Balance, a collaboration based on shared values such as hard work, integrity, and a deep commitment to our community. We look forward to achieving success both on and off the field.”

The agreement is not limited to the stadium naming rights. New Balance will also be the kit sponsor, stadium sponsor, and has acquired the naming rights for the youth sector headquarters in Zingonia. The latter will be called New Balance Academy – Dedicated to Mino Favini, in memory of the historic talent scout and master of Atalanta’s youth academy.

A new image for Atalanta’s future

With the New Balance Arena, Atalanta consolidates its international image, strengthening its bond with a global brand that aims to further enhance the club both on the field and in terms of marketing.

For the fans, the new name represents another milestone in the growth path that began with the redevelopment of the facility and the club’s consistent presence in European competitions.

This article was translated into English by Artificial Intelligence. You can read the original version in 🇮🇹 here.