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ARLINGTON, Texas – Under Armour will outfit every United Football League team for the 2024 season.
The league announced the extension of their apparel partnership on Friday. According to a press release, the new agreement is an extension of an expansive, multi-year deal signed in 2023 with the XFL (which merged with the USFL to form The UFL).
The Baltimore-based sportswear company will also participate in the league’s hospitality offerings by hosting fan activations “to bring fans closer to the action and enhance the gameday experience.”
The UFL and Under Armour also announced that they would continue their work with the National Coalition of Minority Football Coaches. This program pairs high school football coaches with UFL teams “to offer hands-on coaching experience at the professional level and expand diversity and opportunity within the sport.” The program was piloted in 2023 with the D.C. Defenders and San Antonio Brahmas.
What does the UFL-Under Armour apparel deal include?
The Under Armour sponsorship will include the following categories:
- Official Uniform Partner
- Official Sideline Apparel Partner for Players and Coaches
- Official Performance Apparel Partner
- Official Licensed Fan Gear Partner
- Official Youth Football Partner
In addition, Under Armour is now an officially licensed fan gear partner of the UFL. Fans and consumers can shop for apparel online at shop.theufl.com and underarmour.com, and in person from local retailers starting March 15.
Under Armour has also been granted the rights to league-wide logos, team logos, and wordmarks, as well as player partnership rights and UFL venue access for content development.
What they said:
“We are thrilled to continue our partnership with Under Armour and appreciate their commitment to both the League and the future of spring football,” said Russ Brandon, President and CEO of the UFL. “Under Armour has football in their DNA and a phenomenal history working across the high performance and professional sports ecosystem. We are committed to delivering only the best for our athletes, staff, and fans, and we know Under Armour will provide best-in-class products to represent the UFL.”
“Under Armour has long been committed to making athletes better, and to be the best versions of themselves, they need apparel that is also ready to take on a challenge,” said Sean Eggert, SVP of Global Sports Marketing at Under Armour. “We’re excited to continue our partnership with the UFL and create performance solutions with their exact needs in mind for training, competition and recovery.”
