Under Armour makes comeback to NFL after five-year hiatus
Under Armour has recently rekindled its partnership with the National Football League (NFL) in the United States to provide players with on-field footwear and gloves. The fresh long-term agreement reinstates Under Armour as an official supplier of footwear and gloves for the NFL, starting from the 2025 season. As part of this renewed collaboration, Under Armour has secured the rights to feature the NFL logo on shoes and gloves worn by players during games. Moreover, Under Armour will have the opportunity to leverage NFL media platforms, content creators, and distribution channels to promote the partnership both on and off the field.
In addition to outfitting NFL players, Under Armour’s partnership with the league will also extend support to the brand’s grassroots initiatives, such as the UA Next platform aimed at promoting youth sports and development. Sean Eggert, senior vice-president of global sports marketing at Under Armour, expressed the company’s enthusiasm for nurturing athletic talent and enhancing athlete performance in collaboration with the NFL. He emphasized the shared commitment to investing in the sport at all levels, from professional athletes to youth players.
Previously, Under Armour held a licensing agreement with the NFL for footwear and gloves from 2006 to 2020. However, the partnership was terminated as part of a strategic business restructuring and cost-cutting measures. Consequently, players endorsed by Under Armour were unable to showcase the company’s logo on their gear during games until this new agreement. The resurgence of Under Armour under the leadership of founder Kevin Plank, who resumed the role of chief executive a year ago, has prompted the revival of these partnerships.
In recent years, Under Armour has been actively pursuing sponsorship deals to bolster its presence in the sports industry. Notable collaborations include agreements with Unrivaled, a new 3×3 professional women’s basketball league in the US, and USA Football, the governing body for American football in the country. While Under Armour focuses on supplying footwear and gloves, its competitor Nike remains the exclusive provider of on-field apparel for the NFL, having recently extended its partnership with the league through 2038. This lucrative deal has been valued at $210 million annually by GlobalData Sport.
Similarly, German sportswear giant Adidas has also established its presence in the NFL through a separate partnership for footwear and gloves. The return of Under Armour to the NFL demonstrates the brand’s commitment to growth and investment in the sports market, aligning with its mission to support athletes across all levels of play. With a renewed focus on partnerships and collaborations, Under Armour is poised to make a significant impact in the realm of sports apparel and equipment, solidifying its position as a key player in the industry.
