United Football League commences partnership with Under Armour

Under Armour will be involved in the UFL's hospitality projects, holding fan activations to improve the game day experience.

United Football League (UFL), the professional American football minor league, has announced a partnership with Under Armour.

This news follows a comprehensive multi-year partnership signed with the XFL in 2023, which makes the athletic apparel brand the league’s official uniform partner, sideline apparel partner for players and coaches, performance apparel partner, licenced fan gear partner, and youth football partner.

Furthermore, as part of the deal, Under Armour will be involved in the league’s hospitality projects, holding fan activations to improve the game day experience and foster stronger ties between supporters and the sport.

Russ Brandon, President and CEO of the UFL, 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. 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 also acquired rights to league-wide logos, team logos, and wordmarks, as well as player partnership rights and access to UFL venues for content creation.

In addition, the sportswear company will keep up its partnership with the UFL and broaden it with the National Coalition of Minority Football Coaches (NCMFC) by means of a strategy that was effectively tested in 2023 with the San Antonio Brahmas and the D.C. Defenders.

The NCMFC project, an initiative that links high school football coaches with UFL teams, offers professional coaching experience and fosters diversity and opportunity in the sport.

Sean Eggert, SVP of Global Sports Marketing at Under Armour, commented, “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. 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.”

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