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USA Football forges multi-year partnership with Under Armour until Olympics 2028

This multi-year relationship will enable USA Football and Under Armour to assist football communities while also driving an evolution of the athlete journey.

USA Football, rugby’s governing body in the United States, has announced a multi-year partnership with Under Armour, the innovative performance brand, through the Los Angeles Olympics 2028.

The collaboration’s goal is to make it possible for every player to participate, thereby developing the sport of football.

With this deal, Under Armour has become the new official and exclusive uniform, apparel, and footwear partner of USA Football, such as the U.S. Men’s and Women’s National Teams. The brand will further assist USA Football athletes as they battle it out on the global stage with novel concepts and elite products, reinventing how the sport will be equipped. The company will also provide outfits for the first Olympic squad for the 2028 Summer Games, with flag football and USA Football’s U.S. National Teams making their Olympic debuts.

Under Armour is dedicated to adhering to the standards and best practices set by USA Football, the sport’s governing organisation. Under Armour and USA Football will work together to shape the sport’s future growth in order to ensure athletes and coaches can benefit from an advanced pathway that takes them from young recreational events to the United States National Teams and, eventually, the Olympics.

USA Football, CEO Scott Hallenbeck, said, “USA Football is committed to growing the game of football across all disciplines, including tackle and flag. We truly believe this partnership with Under Armour will reshape the game from the youth level to our elite national teams. We are beyond excited to partner with Under Armour on the heels of the IOC’s announcement that football will be part of the 2028 Summer Olympics in LA. Under Armour’s commitment to performance, innovation and sustainable products will be critical to our national teams’ success, but this partnership extends far beyond just apparel and footwear.

“This partnership will help develop and expand the football ecosystem through innovation and sustainability. This strategic alignment between our organizations underscores a shared commitment to industry-leading standards, best practices and sports development that will create more opportunities for everyone to enjoy this great game.”

From rookies to seasoned veterans, Under Armour has always prioritised the athlete, motivating them with performance solutions they didn’t realise they needed and can’t fathom living without. From its inception on the pitch to the present, the brand has proved a commitment to making athletes better by answering actual demands with new performance solutions that improve each competitor’s capacity to succeed.

Sean Eggert, SVP of Global Sports Marketing at Under Armour, commented, “Under Armour has continued to invest in the sport of football and champion opportunities for women in the sport, from announcing our first flag football Global Ambassador to providing custom uniforms for female student-athletes to funding grants for girls’ flag football programs. Our partnership with USA Football takes this commitment to the next level as we provide access to the sport for the next generation of athletes.

“Our goal is to provide a pathway for all athletes to participate in football from the youth level to the USA National Teams and to feel supported throughout that journey. As we look ahead, we are committed to defining the path of flag football for all athletes through a grassroots program, supporting skill development by integrating flag into our existing UA Next platform and working to expand our coaches’ network and opportunities through our ongoing partnership with the National Coalition of Minority Football Coaches.”

Under Armour recently made its field debut with USA Football in late May, when the U.S. Men’s and Women’s Flag National Teams met for a training camp to gear up for the International Federation of American Football’s Flag Football World Championships, which will be held in Lahti, Finland in August.

The United States Men’s and Women’s Flag National Teams are the defending World Champions. The IFAF anticipates that this year’s event will be the biggest yet, with over 25 countries taking part.

This multi-year relationship will enable USA Football and Under Armour to affect and assist football communities while also driving an evolution of the athlete journey through a personalised route for each player.

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