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Under Armour and the NFL are getting the team back together.
Today, Under Armour and the NFL announced a long-term deal to make the athletic apparel company the official footwear and glove partner for the league. With the partnership, Under Armour will receive rights and IP to include its logos on on-field Under Armour footwear and gloves and will have access to NFL media platforms, content creators, and distribution channels to further collaborate on content and initiatives for on-field and in-game exposure.
The deal comes after Under Armour ended its on-field licensing deal with the NFL following the 2020 season, which restricted products bearing the Under Armour logo from being displayed on the field during games.
Thus, the new partnership marks the first time Under Armour logos will appear on an NFL field since its previous deal ended.
In addition, as part of the partnership, the NFL will support Under Armour’s grassroots initiatives, including the UA Next platform, to promote youth sports.
“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,” Sean Eggert, senior vice president of global sports marketing at Under Armour, said in a statement. “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.”
Meanwhile, Joe Ruggiero, senior vice president of consumer products at the NFL, noted that the league was excited for the deal.
“With the partnership, we hope to continue engaging current and future football players and fans around the world,” Ruggiero said.
According to the NFL and Under Armour, the multiyear partnership is a move to support players on and off the field, provide fan-first experiences, and lead the expansion of the game across all levels.
“From before I even set foot on an NFL field, Under Armour has been like a second skin for me,” Justin Jefferson, Minnesota Vikings wide receiver and Under Armour athlete, said in a statement. “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.”
