New Balance named Atalanta BC’s Kit Sponsor from 2025/26

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Image Credit: Vitalii Vitleo / Shutterstock.com

Atalanta BC has secured a new multi-year sponsorship deal with New Balance, which will see the US-based sportswear brand become the Series A club’s Official Kit Sponsor from the 2025/26 season. The agreement marks the start of a global partnership centred on both high-performance innovation and growing brand reach.

As part of the agreement, New Balance will provide all technical kits — including matchday strips, training gear, accessories, and equipment — for both Atalanta’s men’s and women’s teams. This extends beyond on-field apparel to encompass global merchandise distribution via New Balance’s international retail network.

The collaboration strengthens New Balance’s presence in European football, where it already partners with clubs such as FC Porto and LOSC Lille. For Atalanta, it represents a significant boost in global visibility and a major step forward in accessing a broader, more integrated merchandising platform.

Beyond kit supply, the alliance will feature co-branded marketing activations and regional community initiatives. These efforts are designed to strengthen ties with Atalanta’s passionate fan base in Bergamo and across northern Italy, while leveraging New Balance’s global platform to elevate the club’s profile internationally.

Digital campaigns will shine a spotlight on the shared values between the two organisations — a deep commitment to local communities, a dedication to high performance, and a focus on craftsmanship. These qualities reflect Atalanta’s identity as a club with strong regional roots and consistent success in both domestic and European competitions.

Global Director of Football Sports Marketing at New Balance, Andrew McGarty, praised Atalanta’s innovation and strong community connection.

“This sponsorship underscores our dedication to advancing the sport globally, aligning with a club that understands our connection to craftsmanship and communities. Together, we’ll honour Atalanta BC’s storied legacy through cutting-edge designs and high-performance gear that meets the demands of modern football,” he said via press release.

Atalanta BC CEO, Luca Percassi, underscored the strategic alignment between the two organisations, highlighting the shared vision driving the partnership.

“This collaboration is built on shared values. We’re confident in its success and look forward to what we can achieve together. New Balance’s heritage and global stature in sportswear make them the ideal partner for our next chapter,” he said via press release.

The collaboration arrives at a pivotal time for Atalanta, whose continued rise in European football positions the club for broader commercial success. The deal with New Balance strengthens:

  • Merchandise revenue opportunities through expanded global distribution
  • International brand awareness, particularly in North American and Asian markets
  • Fan engagement through joint campaigns and digital outreach

For New Balance, the agreement highlights an ongoing commitment to football and signals deeper investment in the Italian market through a high-performing, globally ambitious club like Atalanta BC.

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Victory unites with Roasting Warehouse in culture-led partnership

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Image credit: Melbourne Victory

The Melbourne-based anf family-owned business will join the Victory family, uniting two institutions which represent the city’s culture and identity.

A partnership with local roots

As the newest partner of Melbourne Victory, Roasting Warehouse joins forces with a vital part of the city’s sporting landscape.

The club’s Managing Director, Caroline Carnegie, outlined why the partnership bears so much value to both parties.

“We are excited to collaborate with Roasting Warehouse, a community-oriented destination for high-quality coffee, proud of its foundations in Melbourne,” said Carnegie via official media release.

“Football and coffee sit at the epicentre of Melbourne’s culture. The two go hand-in-hand, consistently at the centre of the conversation that stirs Melburnians, which is no different to the conversation sport and Melbourne Victory stir in the State.”

Indeed, this is a partnership which combines the identity, passions and culture of an entire city, therefore giving it the foundations required for long-term, mutual success.

Representing the best of Melbourne

Both Victory and Roasting Warehouse are hugely successful in their respective industries. They are institutions with community-oriented philosphies, who pride themselves on craft and quality.

“We’re incredibly proud to partner with Melbourne Victory, a club that represents the heart, passion, and ambition of Melbourne,” revealed Roasting Warehouse Head of Brand, Alexander Paraskevopoulos.

“As a Melbourne-founded, family-run business, supporting a team that means so much to the local community feels very natural for us.”

Furthermore, through their high-quality blends, Roasting Warehouse will look to prepare Victory’s players and staff for high performances on the pitch as the seasons nears completion.

But this is about far more than just fueling athletes.

This is a partnership which embodies and unites two of Melbourne’s greatest strengths and cultural markers – a connection forged from the city’s very own DNA.

 

For more information about Roasting Warehouse, click here.

Marie-Louise Eta makes history as new Union Berlin head coach

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Image credit: FC Union Berlin

In an historic appointment, Eta will take over as head coach of Union Berlin until the end of the season.

History in the making

Previously the first female assistant coach in Bundesliga history with Union Berlin, Eta will now take the reigns of the men’s first team on an interim basis.

Currently, the club sit in 11th place in the Bundesliga table, but with only two wins so far in 2026, relegation appears an all-too-real prospect, and one which the club is desperate to avoid.

“Given the points gap in the lower half of the table, our place in the Bundesliga is not yet secure,” said Eta via official media release.

‘I am delighted that the club has entrusted me with this challenging task. One of Union’s strengths has always been, and remains, the ability to pull together in such situations.”

Eta will begin as Union’s new head coach with immediate effect, and will be in the dugout for the club’s matchup against Wolfsburg this weekend.

 

A step into an equal future

Eta’s appointment signals a major step towards a more level playing field in the football landscape.

Furthermore, Eta joins other coaches including Sabrinna Wittmann, Hannah Dingley and Corinne Diacre who, in recent years, have blazed a trail for female coaches to step into the men’s game.

Wittmann currently manages FC Ingolstadt in Germany’s third division, and was the first female head coach in Germany’s top three divisions.

In 2023, Dingley became caretaker manager of Forest Green Rovers, and thus the first woman to lead a men’s professional team in England.

Diacre, now head coach of France’s women’s national team, managed Ligue 2’s Clerment Foot between 2014 and 2017.

 

Final thoughts

The impact therefore, is that Eta’s appointment will show future generations of aspiring female coaches that men’s football is an equally viable and possible pathway as the women’s game.

The time is now to level the playing field.

And while it may be a short-term role, its effect on attitudes towards equality and fair opportunities in the game will hopefully resonate long after the season ends.

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