Atalanta BC and New Balance: A New Era of Innovation and Tradition

In the heart of Lombardy, where the echoes of the past intertwine with the promise of the future, Atalanta BC has ushered in a new chapter of its storied history. On a brisk day at the end of April 2025, the Bergamaschi announced a landmark partnership with global sportswear giant New Balance, marking a significant stride in their ongoing evolution. This multi-year agreement, set to commence in the 2025-2026 season, designates New Balance as Atalanta's Official Kit Sponsor, a role that encompasses not just the technical kits and training wear but also extends to equipment and accessories.

The press conference held at the club's hallowed grounds brought together luminaries and stakeholders, each underscoring the synergy between Atalanta's community-centric philosophy and New Balance’s commitment to cutting-edge design. Andrew McGarty, New Balance's Global Director of Football Sports Marketing, lauded the partnership, highlighting their shared ethos focused on innovation and performance excellence. He noted, "Our collaboration with Atalanta represents more than just a sponsorship; it is a celebration of shared values and a commitment to excellence both on and off the pitch."

Amid the excitement of this new alliance, Atalanta's supporters were also reassured by the announcement regarding sporting director Tony D'Amico. Despite enticing overtures from Serie A giants AC Milan, Atalanta has secured D'Amico's continued leadership, a testament to his strategic acumen and vision for the club. Under his stewardship, Atalanta has not only fortified its roster but also nurtured a playing style that epitomizes the club's identity—dynamic, fearless, and unyielding.

The history of Atalanta BC is rich with tales of grit and glory, a club that has consistently punched above its weight in Italian football. From the legendary exploits of the 1963 Coppa Italia triumph to recent forays into the UEFA Champions League, Atalanta has been a beacon of resilience and ambition. The partnership with New Balance is a continuation of this narrative, promising fans not only aesthetically striking kits but also apparel that embodies the spirit of La Dea.

As the dawn of the 2025-2026 season approaches, anticipation builds in Bergamo. Fans and players alike look forward to donning the new kits, symbolic of a partnership that marries tradition with modernity. This collaboration promises to bring Atalanta even closer to the global stage, reinforcing its status as a bastion of Italian football prowess. In the enduring dance between past and present, Atalanta BC remains ever poised, ever ambitious—ready to carve new legends in the annals of the beautiful game.