Atalanta reveal new name of stadium after sponsorship agreement

Atalanta have confirmed that their stadium, previously known as the Gewiss Stadium, will henceforth be known as the New Balance Arena in a new naming right agreement. 

Atalanta re-name stadium after sponsorship agreement

Atalanta’s stadium had been known as the Gewiss Stadium between the years 2019-2025. The naming rights agreement between Atalanta and electronics manufacturers Gewiss came to an end earlier this year. 

Now, a new agreement with New Balance has been found. The American-based sports manufacturers are also La Dea’s kit provider as of the start of the 2025-26 campaign. 

“Atalanta BC and New Balance today unveiled the next stage in their relationship. Having become the club’s official sponsor and kit creator at the start of the 2025/26 season, New Balance will now take on naming rights to the club’s historic stadium in Bergamo,” a statement on the Atalanta website read. 

“Starting today, the Stadio di Bergamo will now be the New Balance Arena.

Co-Chair Stephan Pagliuca added: “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.”

The New Balance Arena features the recently refurbished Curva Nord, which began redevelopment in 2019, but hit delays due to the COVID-19 pandemic. The Curva Sud has also been done up, and was opened to the public at the beginning of the 2024-25 campaign.