Under Armour has revived its relationship with the National Football League to provide on-field and gloves.
The Baltimore-based sports company had a licensing deal with the league for those products from 2006 until after the 2020 season, but that ended as management at the time sought to restructure the business and cut costs. But now that its founder Kevin Plank — a former football player who created Under Armour to provide players with alternatives to sweat-soaked cotton T-shirts — is back at the helm, the company has revisited a lot of its old relationships.
As a result, Under Armour on Tuesday signed a long-term partnership to once again become an official footwear and glove partner of the NFL. Nike and Adidas have similar deals and Nike is the exclusive jersey and sideline apparel licensee.
Under the terms of the Under Armour agreement, the NFL will support the company’s grass roots initiatives, including its UA Next platform that promotes youth sports and development. Under Armour will also receive the rights to include its logo on shoes and gloves that are worn on the field and will have access to NFL media platforms, content creators and distribution channels to promote the partnership on the field and during games.
“At Under Armour, we’re passionate about nurturing talent and transforming the way athletes perform. We know what it takes to succeed on the field,” said Sean Eggert, senior vice president of global sports marketing at Under Armour. “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.”
“The NFL is excited to embark on this partnership with Under Armour, bringing their innovative products to NFL football to enhance player performance,” said Joe Ruggiero, senior vice president of consumer products at the NFL. “With the partnership, we hope to continue engaging current and future football players and fans around the world.”
Under Armour also sponsors a number of NFL athletes including Kyle Hamilton, Baltimore Ravens All-Pro safety, who said on Tuesday: “From gloves to cleats to performance gear, there’s honestly nothing better to compete in. Some of the best players in the game are using Under Armour, and it’s great to know that there’s a new crop of talent coming in to continue that tradition.”
Justin Jefferson, Minnesota Vikings All-Pro wide receiver and Under Armour athlete, also weighed in: “From before I even set foot on an NFL field, Under Armour has been like a second skin for me,” he said. “The Under Armour football family has been ingrained in my brain since I was a kid. The ‘Click-Clack’ commercials, the best players in the sport, the whole vibe about it — to me, there’s nothing else that compares. I’m thrilled to be a part of the team and welcome the next generation of great players into the fold.”
