New Balance to return to Serie A next season with Atalanta kit deal
January 9 – New Balance is set to re-enter top-flight Italian football after securing a multi-year kit supply deal with UEFA Europa League champions Atalanta.
The partnership, which begins with the 2025/26 season, will see New Balance replace Joma, the club’s current supplier, marking the brand’s first presence in Serie A since AS Roma ended their association in 2023 following a legal dispute.
The Spanish sportswear manufacturer Joma has supplied Atalanta’s kits since the 2017/18 season,
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