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Atalanta: the Stadium Becomes the New Balance Arena

Summary by SportsMarketing.fr
Atalanta Bergame and New Balance have formalized an unprecedented agreement: the club stadium, formerly Gewiss Stadium, will now be named New Balance Arena. Beyond a simple change of direction, this deal marks a strategic step for the American equipment manufacturer and revives the debate on the power of naming rights in Europe. The new name and its context The stadium of Atalanta, known since 2019 as Gewiss Stadium, officially changes its ident…
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SportsMarketing.frSportsMarketing.fr

Atalanta: the Stadium Becomes the New Balance Arena

Atalanta Bergame and New Balance have formalized an unprecedented agreement: the club stadium, formerly Gewiss Stadium, will now be named New Balance Arena. Beyond a simple change of direction, this deal marks a strategic step for the American equipment manufacturer and revives the debate on the power of naming rights in Europe. The new name and its context The stadium of Atalanta, known since 2019 as Gewiss Stadium, officially changes its ident…

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SportsMarketing.fr broke the news in on Thursday, October 2, 2025.
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