From Gewiss Stadium to New Balance Arena: the old Atalanta logo goes away
No longer Gewiss Stadium, but New Balance Arena. The name change of the Bergamo stadium had been in the’air for weeks, but on Thursday came the final and official confirmation. Indeed, Atalanta announced in a statement on its official website the new name of the stadium that hosts its matches, just as work is proceeding on replacing the signs on the facades of the facility. With a very curious scene coming to fruition on Thursday afternoon.
Anybody who had been passing between Ponte Pietra Street, Piazzale Olimpiadi and Fossoli Street, the Bergamo crossroads that runs alongside the stadium’s north curve, would have happened to see a huge Atalanta crest resting on a vehicle in charge of taking it away during those hours. It is the logo that since 2019 has accompanied the writing “Gewiss Stadium” outside the hottest sector of the local fans, destined to give way to another one of different sizes to fit the graphics of the new wording “New Balance Arena”. Thus, a small era comes to a close: years in which the Nerazzurri team achieved colossal satisfaction and unprecedented results in Serie A, Champions League and that Europa League that entered the club’s trophy cabinet in 2024.
Having ended its partnership with Gewiss at the end of last season (albeit only as far as the stadium name was concerned), Atalanta had since removed all reference to the company from the facility’s structures. For weeks the facades of the two corners remained with an obvious hole in them, while only the generic words “stadio di Bergamo” appeared on the club”s official channels. As rumors about the new name became more and more solidified, a first really concrete confirmation had arrived as early as Wednesday with the installation of the new “New Balance Arena” sign on the opposite side of the stadium: the entrance to the south curve.
“After becoming the club’s Official Kit Sponsor at the start of the 2025/26 season, New Balance now also acquires the naming rights to Bergamo’s historic stadium, which as of today will officially take the name New Balance Arena” reads, meanwhile, the statement that Atalanta issued on Thursday. “We are excited about our partnership with New Balance, a collaboration that is based on sharing common values such as hard work, integrity and a deep commitment to our community. We look forward to continued success both on and off the field” is the comment of Nerazzurri co-Chairman Stephen Pagliuca.
This is not the first time that the Orobico facility has changed its name. Born in 1928 as the Mario Brumana stadium, it became simply “Comunale” after the war. In 1994 it took on the name Atleti Azzurri d’Italia stadium, retained even after Atalanta acquired full ownership in 2017 and until the completion of renovations to the north curve in 2019, when it was in fact renamed Gewiss Stadium. Today, with the new season largely in full swing, it has officially taken on the identity of New Balance Arena.
