Under Armour Signs Finn Callaghan as First Male AFL Brand Ambassador

Under Armour has announced a multi-year partnership with GWS Giants midfielder Finn Callaghan, marking the brand’s first-ever signing of a male AFL athlete in Australia.

The move signals Under Armour’s deepening investment in the Australian market and its intent to expand its footprint within the nation’s most popular sporting code.

At 22, Callaghan has rapidly ascended to elite status. Since being selected as the third overall pick in the 2021 AFL Draft, he has notched 75 games, earning the moniker “Flying Finn” for his explosive pace.

His 2026 season has been a statistical breakout, with the midfielder averaging a career-high 30.5 disposals per game, following his 2025 All-Australian squad selection.

Highlighting Callaghan’s alignment with the brand’s high-performance DNA, Under Armour’s general manager for the Pacific, Fernando Reani, said: “Finn represents the next generation of elite Australian athletes.”

“As our first male AFL athlete, Finn will play a key role in our growth within the sport,” Reani said.

Noting that the focus on innovation was a primary driver for the deal, Callaghan, said: “It’s important to me that I align with a brand that genuinely supports performance and development.”

“Under Armour’s focus on helping athletes get the most out of themselves is the perfect fit to support my own aspirations,” he said. 

Commercial Strategy and On-Field Integration

The partnership is a mechanical necessity for Under Armour as it seeks to challenge established competitors in the AFL landscape. By aligning with a “rising star” who appeals to a younger demographic, the brand can showcase its technical innovation in a high-intensity environment.

Key pillars of the agreement include:

• Technical Debut: Callaghan will be the face of the next-generation UA Magnetico Elite 6 boots, set for a 2027 season rollout.
• Brand Presence: The midfielder will lead upcoming Australian campaigns, bridging the gap between performance gear and “sportstyle” apparel.
• Grassroots Engagement: Callaghan will play a pivotal role in Under Armour’s community initiatives, targeting the next generation of junior footballers.

Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today!.