January 9 – New Balance is set to re-enter top-flight Italian football after securing a multi-year kit supply deal with UEFA Europa League champions Atalanta.
The partnership, which begins with the 2025/26 season, will see New Balance replace Joma, the club’s current supplier, marking the brand’s first presence in Serie A since AS Roma ended their association in 2023 following a legal dispute.
The Spanish sportswear manufacturer Joma has supplied Atalanta’s kits since the 2017/18 season, when it succeeded Nike. Under Joma, the Bergamo-based club witnessed a historic rise, including multiple UEFA Champions League campaigns and their crowning achievement in May 2024, winning the UEFA Europa League with a victory over the then-invincible Bayer Leverkusen.
Atalanta’s success has made the club a growing commercial force. The Europa League win brought a surge in global visibility, culminating in an opportunistic short-term shirt sponsorship with streaming platform Paramount+ for the final, after the club had gone without a main sponsor for most of the season. This new partnership with New Balance is expected to capitalise on the club’s rising profile as they continue their push for success both domestically and in Europe.
This deal marks New Balance’s return to Italy’s top flight after a four-year absence. The brand’s previous Serie A association was with AS Roma, but that partnership ended in 2023 when the sportswear company took Roma to the ICC International Court of Arbitration after the club agreed a deal with a new supplier from 2023-24, later revealed to be Adidas.
With Atalanta, New Balance has secured a fresh opportunity to re-establish itself in one of Europe’s most iconic leagues – and they’ve picked their target well.
The financial details of the deal have not been disclosed, but the agreement underscores Atalanta’s continued evolution into a European football powerhouse. Fans can expect to see the first New Balance-designed kits for the club unveiled in the summer of 2025, ahead of the new season.
Contact the writer of this story, Harry Ewing, at moc.l1736354980labto1736354980ofdlr1736354980owedi1736354980sni@g1736354980niwe.1736354980yrrah1736354980
