Atalanta has made an exciting announcement regarding a new chapter in the history of their home stadium. Formerly referred to as the Gewiss Stadium, the venue will now take on the name New Balance Arena as part of a recent naming rights agreement with the prominent American sports brand, New Balance. This change signifies a significant development in the club’s partnership strategy as they aim to strengthen their brand and enhance the fan experience.
The stadium, known as the Gewiss Stadium from 2019 to 2025, was named after its previous sponsor, Gewiss, a manufacturer of electronic products. That naming rights deal concluded earlier this year, providing an opportunity for Atalanta to forge a new relationship with New Balance. Notably, New Balance is not only granting naming rights to the stadium but also serves as the official kit supplier for Atalanta starting from the upcoming 2025-26 season. This partnership is indicative of a broader alliance aimed at propelling both the club and the brand forward in the competitive sports market.
As detailed in a statement released on the club’s official website, representatives from Atalanta and New Balance came together to reveal the next phase of this significant collaboration. The statement highlighted the dual role of New Balance as both the club’s official sponsor and its kit designer, emphasizing that the company will now also assume responsibility for naming one of the club’s most treasured assets, the historic stadium located in Bergamo. The transition to the New Balance Arena is set to take place immediately, enhancing the identity of the venue as it enters a new era.
Co-Chair Stephan Pagliuca expressed enthusiasm about this partnership, stating, “We are excited about our partnership with New Balance as we share the common values of hard work, integrity, and a deep commitment to our community. We look forward to continued success on and off the pitch.” His comments reflect the club’s dedication to aligning with partners who match their values and contribute to their long-term objectives both on the field and within the local community.
The New Balance Arena is also undergoing significant enhancements to improve overall facilities for fans. One major development is the upgraded Curva Nord, which commenced its refurbishment in 2019. Although the project confronted delays due to the global COVID-19 pandemic, fans will be delighted to discover the revitalized seating areas. Additionally, the Curva Sud has received a makeover as well, having officially opened its doors to the public at the start of the 2024-25 season. These renovations not only boost the matchday atmosphere but also signify Atalanta’s commitment to providing a modern, state-of-the-art experience for their supporters.
With this ambitious approach, Atalanta is poised to build upon their recent successes and further establish themselves in both Serie A and European football competitions. The transformation of the stadium into the New Balance Arena is a monumental step in this direction, ensuring that the venue continues to be a central hub for football passion and community engagement in Bergamo.
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