Under Armour and the NFL signed a long-term partnership to make the Baltimore-based brand an official footwear and glove partner of the world’s richest sports league.
It marks a return to the NFL for Under Armour, which previously had an official supplier agreement from 2006 through the 2020 season. Under Armour endorsers, such as Justin Jefferson and Tom Brady, were allowed to wear the brand’s gear after that but had to cover or remove logos and brand names.
The deal gives UA on-field rights, and the company will have access to NFL media platforms, content creators and distribution channels for content. The league will also support Under Armour’s grassroots initiatives.
In December, Nike and Under Armour announced a 10-year extension through 2038 for the brand to be the exclusive provider of uniforms and sideline, practice and base layer apparel for all 32 teams. Nike has been an NFL partner since 2012.
Under Armour’s roots are in football. Founder and CEO Kevin Plank played at the University of Maryland, and after graduating in 1996, he started to develop T-shirts that wick sweat. The company’s revenue exploded, and it started locking up sponsorships with leagues, star athletes and colleges.
When Under Armour’s growth stalled and the stock price shrank, the company ended several of its biggest marketing deals. UCLA was owed about $213 million on its Under Armour deal when the Baltimore company moved to terminate the agreement in 2020. The company prematurely ended its 10-year, $86 million agreement with Cal-Berkeley and its 10-year, $49.7 million contract with Cincinnati.
In addition to ending several college deals and its on-field NFL pact, Under Armour backed out of an agreement to outfit MLB and paid a penalty.
At its peak in 2017, Under Armour had long-term sponsorship commitments of $1.36 billion. Those commitments are now $432 million, according to the company’s latest SEC filings. In recent years, the brand has focused its sponsorships on several major properties, including Stephen Curry, Dwayne “The Rock” Johnson and Notre Dame.
In 2020, Under Armour fended off rivals to secure a 10-year extension to its agreement with Notre Dame.