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Under Armour To End Licensing Contract With NFL


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merican sports equipment company Under Armour is set to end its licensing contract with the NFL, according to the Financial Times.

Under Armour have not officially confirmed when the contract would expire, however, the Financial Times have reported that it would be at the end of 2021.

Their deal with the NFL allowed the brand to be displayed on accessories such as gloves during games.

Notably, 7-time Superbowl Champion and current Tampa Bay Buccaneers quarterback, Tom Brady, has been seen wearing Under Armour apparel during games and press conferences.

The appearance of their brand on on-field accessories will be restricted, although it is still unclear whether individual contracts with players will be affected.

Under Armour’s deal with the NFL was worth an estimated USD$10-15M (AUD$13-$19.5M) a year.

This comes as Under Amour cuts back on some of its major apparel contracts with sports teams and programmes.

The Baltimore-based company is in the midst of a restructuring, which took affect prior to the COVID-19 pandemic.

They cut ties with university sports programmes at both the University of California, Los Angeles, and the University of California, Berkeley, with those deals worth more than USD$300M (AUD$389M) combined.

Nike also took over the rights to supply uniforms to Major League Baseball last year, with Under Amour cutting short their 10-year commitment signed in 2016.

Senior vice-president of global sports marketing at Under Armour, Sean Eggert, said in a statement to the Financial Times that they are looking at different routes of sponsorship.

“We are in active conversations with the NFL to determine alternative opportunities that best serve athletes moving forward and to ensure the best [return on investment] for Under Armour”, Eggert said.

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