The United Football League (UFL), the spring American football league formed out of the merger of the XFL and the United States Football League (USFL), has unveiled its own deal with the Under Armour US sportswear brand.
This comes with the UFL gearing up for its inaugural season to begin on March 30.
The deal follows on from Under Armour and the XFL having initially signed a major, multi-year tie-up in February 2023.
Through this new agreement, Under Armour will hold the following designations during the 2024 UFL season: official uniform partner, official sidelines apparel partner for players and coaches, official performance apparel partner, official licensed fan gear partner, and official youth football partner.
Under Armour’s UFL fan gear collection goes on sale at local retailers on Friday (March 15).
The sportswear brand will engage in fan activation hostings, and through this deal has also been allocated rights to league and team logos and wordmarks, “as well as player partnership rights and UFL venue access.”
The UFL, set to begin at the end of this month, will be played across spring to avoid clashing with the National Football League. It will begin with eight teams contesting a 10-game regular season, followed by post-season playoffs and a championship game.
The league will be run by personnel compiled from both leagues, with former XFL president and chief executive (CEO) Brandon becoming UFL president and CEO, and former USFL president of football operations Daryl Johnston taking on the same role at the UFL.
The XFL and USFL first announced their intention to merge in September 2023 after both leagues suffered from poor viewership and lack of interest in their respective 2023 seasons.
The UFL ownership makeup is a 50/50 split between the ownership groups of the two merged leagues.
The USFL was owned by global media giant Fox Corporation, while the XFL was owned by a group made up of former professional wrestler and American football player Dwayne Johnson, US businesswoman Dany Garcia, and private investment firm RedBird Capital Partners.
