Bergamo opens a new chapter in Atalanta BC’s history. The club’s historic stadium, formerly known as Gewiss Stadium, officially changes its name to New Balance Arena.

Sponsor and stadium name change

Although the agreement between the club and New Balance was previously concluded, formalities and approvals from heritage authorities delayed the implementation. The old Gewiss logo remained on the North and South stands until early August. Logo removal began later and was completed on September 12, with the new name officially unveiled on September 24.

Atalanta will hold its first match test at New Balance Arena on September 30 at 18:45 against Club Brugge. Due to UEFA regulations, the sponsor name will not be officially used during this match, so the full official opening will take place on October 4 at 20:45 against Como.

© Atalanta Bergamasca Calcio

New partnership and shared values

The agreement gives New Balance not only stadium naming rights but also the club’s technical sponsorship. Stephen Pagliuca, co-chair of Atalanta BC, emphasized: We are thrilled with our collaboration with New Balance, based on shared values such as hard work, honesty, and community commitment. We look forward to continued success on and off the pitch.

As part of the partnership, the brand also acquired exclusive naming rights to the youth center in Zingonia, which will operate as New Balance Academy – Dedicata a Mino Favini, in honor of the legendary coach and talent scout.