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According to a report by Sports Illustrated, Under Armour’s sponsorship deal with Notre Dame has expired, potentially leaving room for new opportunities with other brands like Nike or adidas.
The 10-year contract between Notre Dame and Under Armour is believed to be worth $90 million and set to end after next season. The decade-long deal was signed in 2014 and replaced the university’s former outfitter, adidas. At the time, this deal was believed to be the most lucrative apparel contract in college athletics history.
Under Armour is reportedly still in the running for a renewal of the deal, but the brand has faced challenges with honoring sponsorship agreements in the past, including a $67 million settlement with UCLA last year, after Under Armour failed to honor the terms of their $280 million contract. The company has also withdrawn from other athletic sponsorship deals with Cal, Hawaii, Cincinnati, and Boston College.
However, even with the setbacks, Under Armour continues to sponsor a handful of major college programs, including Auburn, Maryland, South Carolina, Texas Tech, Utah and Wisconsin.
Despite reporting a revenue increase of 7.5% to $1.4 billion, Under Armour CEO Stephanie Linnartz gave an uninspired outlook for the year ahead as the brand readjusts for long-term success that prioritizes global brand awareness, elevated design, better products, and more sales growth in the US.
“Fiscal 2024 will be a year of building for the brand,” said Linnartz in a statement. “I am prioritizing significantly amplifying global brand heat; delivering elevated design and products, with a focus on Sportstyle, footwear, and women, and positioning us to drive better sales growth in the United States.
Notre Dame is undoubtedly one of the biggest collegiate sports franchises in the U.S. and could be monumental investment for any future partner.
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