Under Armour reunites with NFL after five-year hiatus
The previous licensing agreement ended in 2020 amid a restructuring and cost-cutting push at the sportswear maker
Author of the article:
Article content
Under Armour Inc. has signed a deal with the National Football League to be its official provider of footwear and gloves, reconnecting the athletic brand with the most popular U.S. pro sport after a five-year hiatus.
As part of the multiyear agreement, Under Armour will get rights to include its logos on the shoes and gloves that the players wear during games, the company announced on Tuesday. Financial terms weren’t disclosed.
tap here to see other videos from our team.
Under Armour reunites with NFL after five-year hiatus Back to video
NFL licensing deals are highly coveted by the big sportswear brands. Nike CEO Elliott Hill prioritized a long-term extension through 2038 to produce the on-field uniforms for the NFL immediately after taking the job in October.
Under Armour’s previous licensing agreement with the NFL ended in 2020 amid a restructuring and cost-cutting push at the sportswear maker. The company has rebounded since then under founder Kevin Plank, who returned to the CEO role about a year ago to lead the turnaround.
During Under Armour’s period without having an NFL deal, its endorsers, such as Minnesota Vikings star wide receiver Justin Jefferson, were permitted to wear the brand’s products, but couldn’t show the brand’s logo.
Through the new arrangement, the brand will also be able to access the NFL’s media platforms and distribution channels.
Postmedia is committed to maintaining a lively but civil forum for discussion. Please keep comments relevant and respectful. Comments may take up to an hour to appear on the site. You will receive an email if there is a reply to your comment, an update to a thread you follow or if a user you follow comments. Visit our Community Guidelines for more information.