US sportswear brand Under Armour has revived its partnership with American football’s National Football League (NFL) to supply players with on-field footwear and gloves.
The new long-term deal once again makes Under Armour an official footwear and glove partner of the NFL – from the beginning of the 2025 season – and sees the brand secure rights to include the NFL logo on shoes and gloves worn on the field.
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Under Armour will also gain access to NFL media platforms, content creators, and distribution channels to promote the partnership on the field and during games.
As part of the tie-up, the league will also support the brand’s grassroots initiatives, including its UA Next platform, to promote youth sports and development.
Sean Eggert, senior vice-president of global sports marketing at Under Armour, has said: “At Under Armour, we’re passionate about nurturing talent and transforming the way athletes perform.
“With a shared dedication to investing in the game, from the pros to grassroots, we’re thrilled to continue shaping the future of the sport alongside the NFL.”
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By GlobalDataUnder Armour previously held a licensing deal with the NFL for footwear and gloves from 2006 to 2020 but ended it as part of a business restructure and cost-cutting measures.
As a result, players endorsed by Under Armour were unable to display the company’s logo on the field during games until now.
However, the company has since recovered under founder Kevin Plank, who returned as chief executive a year ago to instigate a revival.
In 2017, the brand had a peak number of sponsorship deals in place worth $1.36 billion. However, in the company’s most recent SEC filing, it has $432 million worth of agreements in place.
Under Armour’s more recent sponsorship deals include Unrivaled, the new 3×3 US professional women’s basketball league launched in January, and USA Football, the national governing body for American football.
Rival Nike remains the exclusive supplier for the NFL’s on-field apparel, with the pair recently extending their partnership through 2038. GlobalData Sport has valued that deal as worth $210 million per year.
German sportswear giant Adidas, meanwhile, also has its own footwear and glove partnership with the NFL.
