An important chapter in Atalanta’s stadium history is coming to an end in Bergamo. After six years, the naming rights agreement with Gewiss has expired. Signage is now being removed, and the club is preparing to announce a new naming partner.

“Gewiss Stadium” becomes history

Atalanta is not leaving its home on Viale Giulio Cesare. Only the stadium name is changing, due to the expiration of a six-year sponsorship deal with Gewiss, which began in 2019. While the transition may seem simple, it comes with some logistical and administrative complexities.

The fact that the stadium’s official social media profiles still use Gewiss Stadium name and that the orange rooftop signage remains in place reflects administrative and technical constraints. For instance, removing the physical signs requires permits and official oversight.

© Gewiss Stadium

Temporary solutions and speculation

For now, the club’s communications and website refer to the venue as Stadio di Bergamo. This is a placeholder name until the new sponsor is officially announced, which is expected before the season opener on August 24, when Atalanta faces Pisa. There’s also a chance the new name will be unveiled during the Bortolotti Trophy friendly against Juventus.

Rumors linking the stadium to the Wüber brand have been denied. However, Beretta Brothers – the company behind Wüber – will remain the club’s main sponsor and maintain a presence at both the stadium and the Bortolotti Training Center. They have no intention of lending their name to the stadium.

While the club hasn’t issued a formal announcement, changes are already visible. Fans have reported that signs with the Gewiss Stadium name are being covered. One supporter documented a staff member taping over signage. Gewiss logos have also been removed from some gate numbers on the Morosini side.

© Gewiss Stadium

Gewiss remains a partner – in a different role

Although Gewiss will no longer be featured in the stadium name, it continues its relationship with Atalanta. In the 2025/26 season, its logo will appear as a secondary sponsor on team kits, placed beneath the player numbers during domestic competitions.