In the venerable city of Bergamo, where footballing passion runs as deep as the ancient cobblestones, a significant transformation has taken place. Atalanta BC, the club renowned for its tenacious spirit and remarkable talent development, has officially christened its home ground as the New Balance Arena. This rebranding marks a new chapter, transitioning from its long-standing identity as the Gewiss Stadium and intertwining the club`s rich history with a forward-looking partnership.
For decades, the stadium, a venerable structure born in 1928, has stood as the beating heart of Atalanta, a crucible where legends were forged and dreams pursued. Acquired by the club in 2017, it has undergone significant modernization, a testament to President Antonio Percassi’s vision and the strategic leadership that followed. Now, a fresh name adorns its facade, signifying not merely a commercial agreement but a deeper alignment of values and ambitions.
More Than Just a Name: A Strategic Alliance
The shift to New Balance Arena is not a standalone event. It`s an amplification of an already burgeoning relationship. New Balance, already slated to become Atalanta`s Official Kit Sponsor for the 2025/26 season, has now expanded its commitment, securing the coveted naming rights for the stadium. This move underscores a burgeoning trend in modern football where global brands invest not just in visibility, but in the very infrastructure and legacy of clubs.
Stephen Pagliuca, co-Chairman of Atalanta BC, articulated the essence of this collaboration, stating, “Our partnership with New Balance is built on shared values: hard work, integrity, and a profound commitment to our community. We are eager to continue achieving success, both on and off the pitch.” It’s a sentiment that resonates with the practical, no-nonsense approach often associated with Atalanta itself, where effort and tangible results speak louder than mere rhetoric.
Nurturing Future Talent: The New Balance Academy
Perhaps one of the most compelling aspects of this expanded partnership extends beyond the first team’s battleground. New Balance has also secured exclusive naming rights for the headquarters of Atalanta’s renowned youth sector. This facility will now proudly bear the name New Balance Academy – Dedicated to Mino Favini, a poignant tribute to the late `maestro` of the Atalanta youth system. Favini was an architect of talent, a figure synonymous with the club’s extraordinary ability to discover and cultivate future stars, embodying a pedagogical model that has become the envy of European football.
This commitment to youth development isn`t just a footnote; it`s a cornerstone of the agreement. It highlights a mutual investment in the next generation of athletes and fans, ensuring that the legacy of Atalanta`s esteemed academy continues to thrive under a new banner, a practical application of shared values that goes beyond mere branding.
A First for New Balance, A Future for Bergamo
For New Balance, this agreement marks a historic milestone. It`s the first time the Boston-based brand has lent its name to a professional sports club’s stadium. Chris Davis, Brand President & Chief Marketing Officer at New Balance, underscored the significance: “This stadium embodies the essence of passion, loyalty, and the spirit of its community. With the inauguration of the New Balance Arena, a new chapter opens, testifying to our constant commitment to the Club, its history, and the generations of fans.”
The partnership itself is rooted in a shared ethos: excellence, community, and the centrality of family – principles that notably define both family-led entities. While the traditionalist might lament the changing names of cherished venues – a common occurrence in the modern sporting landscape – the practical reality is that such partnerships often inject vital resources, allowing clubs to not only maintain but elevate their infrastructure and community programs. This symbiotic relationship aims to bolster Atalanta`s international standing, extending its influence both on and off the field.
As the white `New Balance Arena` lettering now gleams against the black backdrop of the stadium, it symbolizes more than just a sponsorship. It represents a bold step into the future for Atalanta BC, a future built on continued ambition, strategic alliances, and an unwavering commitment to the passionate heart of Bergamo and its footballing legacy.
