NFL and Under Armour Reach Long-Term Deal as Official Partners for Shoes and Gloves
Under Armour has solidified a long-term partnership with the NFL, establishing the apparel giant as the official shoe and glove sponsor for the league. Sean Eggert, the senior vice president of global sports marketing at Under Armour, expressed the company’s commitment to enhancing athletic performance and nurturing talent, emphasizing their deep understanding of the requirements for success on the field. The deal signifies a shared dedication between Under Armour and the NFL to invest in all levels of the game, from professional players to grassroots development.
Prior to this agreement, Under Armour and the NFL had ended their business relationship preceding the 2021 season. Consequently, players who were previously endorsed by Under Armour were prohibited from showcasing the brand’s logo during games moving forward. Amongst those affected by this change was Justin Jefferson, the standout wide receiver for the Minnesota Vikings. Jefferson, known for his exceptional talent on the field, expressed his strong connection to Under Armour, describing the brand as integral to his football journey since he was a young player. The nostalgic elements of Under Armour, including iconic commercials and the company’s association with top athletes, have left a lasting impression on Jefferson, making Under Armour an indispensable part of his career.
Despite Under Armour’s growing disinvestment in sponsorships, the partnership with the NFL marks a significant milestone for the brand. Nike continues to be the exclusive provider of on-field apparel for the NFL, recently extending its collaboration with the league until 2038. Additionally, Adidas has its own agreements for footwear and glove sponsorships within the NFL. Notably, Under Armour’s sponsorship agreements have decreased significantly over the years, with the most recent SEC filing revealing a total of $432 million in deals, down from a peak of $1.36 billion in 2017.
The renewed partnership between Under Armour and the NFL underscores a mutual commitment to advancing the sport of football and supporting athletes at every level. As Under Armour continues to evolve and innovate in the realm of sports performance, its alliance with the NFL positions the brand as a key player in shaping the future of the game. Through this collaboration, both Under Armour and the NFL aim to drive progress, inspire excellence, and elevate the overall experience for players and fans alike.
