New Balance has landed in Serie A, striking a multi-year deal to become the official kit supplier of Atalanta B.C. from the 2025/26 season. The partnership sees the Boston-based brand replace Joma, who’ve kitted out the Nerazzurri for the past eight seasons—an era that now includes their crowning as UEFA Europa League champions.
Atalanta, one of Italy’s most dynamic clubs, and current UEFA Europa League champions, continue to rise as a force in both Serie A and European football. Known for their high-performance play and deep community roots in Bergamo, they’re a perfect fit for New Balance’s growing presence in elite football. The new partnership reflects the next step in New Balance’s strategic expansion across top-tier European football, arriving hot on the heels of their agreement with Bundesliga giants Bayer Leverkusen.
New Balance Global Director of Football Sports Marketing, Andrew McGarty, said of the partnership: “New Balance is thrilled to enter into this relationship with Atalanta B.C., a club that embodies the spirit of Italian football with its innovative approach and deep-rooted connection to the Bergamo community. This sponsorship underscores our dedication to advancing the sport globally, aligning with a club that understands our connection to craftsmanship and communities. Together, we’ll honor Atalanta B.C.’s storied legacy through cutting-edge designs and high-performance gear that meets the demands of modern football. We can’t wait for what is to come.”
As part of the deal, New Balance will deliver technical kits, training wear and accessories, alongside community-led campaigns that tap into Bergamo’s passion and heritage—bringing style, substance, and local pride to the heart of Italian football.
“Atalanta B.C. is excited to begin this journey with New Balance, a brand that needs no introduction, one that has been around for over a century and is recognised worldwide as a leader in its industry," explained Luca Percassi, Chief Executive Officer of Atalanta BC. "We are extremely confident that this collaboration will bring success to both brands, as it is based on the sharing of important values."
Expect the first-ever New Balance x Atalanta kits to drop soon.
