NFL, Under Armour Multi-Year Deal Officially Brings Brand Back To League
Tuesday, March 25, 2025 at 01:56PM By Barry Janoff
March 25, 2025: Calling it a “commitment to innovation in athletic performance, fan engagement and youth development,” the NFL has signed a long-term partnership, under which Under Armour becomes an official but non-exclusive footwear and glove partner of the league.
The move marks a return to the NFL for Under Armour, which had been an official league partner from 2006-2020.
“Click-Clack. We're Back!” Under Armour posted to social media.
Financial terms of the pact were not shared.
“The NFL is excited to embark on this partnership with Under Armour, bringing their innovative products to NFL football to enhance player performance,” Joe Ruggiero, NFL svp-consumer products, said via the league.
“With the partnership, we hope to continue engaging current and future football players and fans around the world."
Nike and adidas also also have NFL deals for footwear and gloves with the NFL. Nike is the exclusive jersey and sideline apparel partner.
Under terms of the alliance, the NFL will support Under Armour grassroots initiatives, such as the UA Next platform, to promote youth sports and development.
Under Armour will receive rights and IP to include UA logos on on-field UA footwear and gloves.
Under Armour 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.
"At Under Armour, we're passionate about nurturing talent and transforming the way athletes perform,” Sean Eggert, svp-global sports marketing, said via Under Armour.
“We know what it takes to succeed on the field. 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."
Under Armour’s initial deal with the NFL included sponsorship of the annual Scouting Combine. Under Armour was replaced at the Scouting Combine in 2021 by NoBull. The 2025 Scouting Combine was sponsored by Microsoft CoPilot.
Under Armour’s first deal with the NFL was valued at $10-$15 million annually by industry analysts.
The Baltimore-based company ended its first NFL deal largely due to finances. At the time, Eggert said the company was looking at “alternative opportunities that best serve athletes moving forward (and) ensure the best return on investment for Under Armour.”
Under Armour said it would “continue to support the NFL’s efforts in revolutionizing the game and the pursuit of innovation through products and athlete performance — from cleats designed to promote speed to gloves that are engineered for the perfect catch.”
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