The Italian club Atalanta has announced the change of its stadium name from Gewiss Stadium to New Balance Arena, following the signing of a new naming rights agreement with the American company New Balance, according to what was reported by the website "Football Italia".

The stadium was known as Gewiss Stadium from 2019 until 2025, before the partnership agreement with the electronics company Gewiss ended. This change comes after New Balance became the official sponsor of Atalanta's kits starting from the 2025/2026 season.

In an official statement on the club's website, Atalanta clarified: "Starting today, the historic Bergamo stadium will be known as New Balance Arena, in a new step that enhances our partnership with the company."

For his part, co-president Stefan Pagliuca expressed his happiness with the partnership, saying: "We are excited to collaborate with New Balance, with whom we share the same values of hard work, integrity, and commitment to the community, and we look forward to ongoing successes both on and off the pitch."

The stadium features significant renovations, including the Curva Nord stand, which began development in 2019 and was delayed due to the COVID-19 pandemic, in addition to the Curva Sud, which was completed and opened at the beginning of the 2024/2025 season.