As reported by calcioefinanza.it and announced last July 24th by our editorial staff of TuttoAtalanta.com, Atalanta is preparing to turn the page in the marketing and technical sponsorship sector. The Bergamo club, after years of collaboration with Joma, has decided to change supplier for playing uniforms, focusing on a new brand of international standing: New Balance.
The American giant, already a partner of clubs such as Porto and Lille, but also of past giants such as Liverpool, will become the new technical sponsor of the Dea starting from the 2025/26 season. The collaboration with Joma, the current supplier, will end at the end of the 2024/25 season, leaving room for a new era.
THE AGREEMENT WITH NEW BALANCE
According to rumours, the agreement between Atalanta and New Balance has already been defined, with the uniforms for next season even at an advanced planning stage. This change represents a significant turning point for the Orobic club, which seeks to consolidate its image also at an international level, thanks to the support of a brand with a strong global presence.
THE CONTRACT WITH JOMA: A CHAPTER THAT IS CLOSING
The current agreement with Joma, active since 2017, has accompanied Atalanta in one of its most glorious periods, with historic goals achieved both in Italy and in Europe. The contract with the Spanish brand, worth around 2.5 million euros per season, represented a solid foundation for the growth of the club, but the desire to broaden the scope of the brand Atalanta led to this decision to change.
WHAT NEW BALANCE MEANS FOR ATALANTA
The arrival of New Balance could open up new opportunities for international visibility for the Bergamo club. The American company, known for the innovative design and quality of its uniforms, brings with it the ambition of projecting Atalanta onto an even bigger stage, consolidating the identity of a team that, in recent years, has been able to establish itself among the big names in European football.
THE OFFICIAL ANNOUNCEMENT IS IMMINENT
As reported, the official announcement of the collaboration between Atalanta and New Balance is expected in the coming weeks. This step represents a new challenge for the club, which is preparing to begin an innovative chapter in its history, with the aim of continuing to grow both on and off the pitch.
Atalanta, increasingly a protagonist on a sporting and media level, looks to the future with the awareness that the brand plays a crucial role in remaining competitive globally. With New Balance, the Bergamo team seems ready to take a further step towards modernity and the consolidation of its status as a top European club.
