By Andrea Caropreso
Index
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The Atalanta model, one of the most virtuous within our football landscape, is ready to embark on a new lucrative chapter. After the agreement with Joma, La Dea has signed with New Balance the longest deal in the club’s history, as stated by CEO Luca Percassi. To this, it should be added that, according to reports, New Balance could also acquire the naming rights of the Nerazzurri’s stadium. The deal with the previous sponsor Gewiss expired at the end of last season, while New Balance could bring around one million euros extra into Atalanta’s coffers for renaming the stadium that hosts La Dea’s home matches.
Global model
“New Balance is excited to start this collaboration with Atalanta, a club that embodies the spirit of Italian football with its innovative approach and deep ties to the Bergamo community,” said Andrew McGarty, Global Director of Football Sports Marketing at New Balance. “This sponsorship demonstrates our commitment to growing the sport globally, aligning ourselves with a club that understands our connection to craftsmanship and communities. Together, we will honor Atalanta’s historic legacy through cutting-edge designs and high-performance gear that meet the demands of modern football. We can’t wait to see what the future holds.”
The Atalanta brand is therefore growing strongly after recent highly positive seasons that also brought an international trophy such as the Europa League, won two years ago. The agreement therefore not only represents a great technical opportunity but above all a chance to expand the brand and grow the club.
New Balance closed 2024 with record revenues of $7.8 billion (+20% compared to 2023), consolidating accelerated growth after $6.5 billion in 2023 (+23%). Atalanta, for its part, has maintained a positive balance sheet for 10 years and represents a virtuous business model in an increasingly indebted football landscape.
Future perspectives
Thanks to New Balance’s global network in Asian and American markets, the Atalanta brand can therefore be expanded beyond borders. A competitive advantage that in 2025 is decisive, especially when considering La Dea’s competitors not only in Serie A (Milan, Juventus, Inter, Napoli) but also in the Champions League.
As for other sponsors, Atalanta can already count on Lete (main sponsor since 2024), which guarantees around 5 million euros per year for the Pagliuca-Percassi ownership. This is a testament to the great work carried out over the years by the Bergamo-based family, which has managed to build a successful sports business model, not only on the pitch but also off it.
By Andrea Caropreso
