XFL inks partnership expansion with Under Armour

As part of the league's hospitality programme, Under Armour will also conduct fan activations that will bring spectators closer to the action and improve the game day experience.

The professional American football minor league, XFL has announced a newly expanded multi-year partnership with Under Armour in which the brand has been named a founding corporate partner of the league. For XFL enterprises and initiatives, Under Armour will offer resources, services, and support, as an official uniform partner, official sideline apparel partner, official performance partner, official youth football partner and preferred footwear partner.

Through this agreement, Under Armour will bring its cutting-edge, performance-driven solutions and unwavering commitment to empowering athletes to achieve more to the competition as a whole. Under Armour, a market pioneer in the creation of cutting-edge, high-performance sports apparel, offers all teams and staff game jerseys, sideline attire, footwear, and accessories.

Additionally, Under Armour will collaborate with XFL to support the league’s grassroots and youth football programmes, such as Under the Lights Flag Football, expanding their shared goal to enhance players of all skill levels’ access to sports.

As part of the league’s hospitality programme, Under Armour will also conduct fan activations that will bring spectators closer to the action and improve the game day experience.

Dany Garcia, Chairwoman and Owner, commented, “Under Armour strives to accomplish the same mission we have at the XFL: to elevate the game we all love and the athletes who play it. They have proven their commitment to innovation and utilizing best-in-class technology that increases our athlete’s performance and safety. Given the shared ethos between our organizations, and Under Armour’s history on the gridiron, I could not be more excited to continue this long-standing partnership.”

Dwayne Johnson, Owner, said, “Given the strength and success of building out Project Rock with the Under Armour team over many years, there is no partner I trust more to help our League achieve greatness in its founding season. I can attest that Under Armour is a brand created by and made for the hardest worker in the room. Our XFL is built on that mindset. Players, coaches, staff, front office: we all grind with that grit and passion to be our best, which requires exceptional partners to match our drive and push each other to be better. Our XFL partnership with Under Armour is a strong one and we’re motivated to chase greatness together.”

Together with supporting the league’s digital media offerings, Under Armour has been given permission to use XFL’s league-wide, team, and wordmark logos, as well as player partnership rights and access to XFL venues for the creation of original content.

Russ Brandon, XFL President, commented, “Appointing a Founding Corporate Partner, particularly one that is fan-facing and integrated with the League’s commercial initiatives, is an important piece of determining the trajectory of the League’s branding and a key factor in player, staff, and fan experience. Under Armour has an impressive legacy as a football brand and only delivers the highest quality product, making them a uniquely qualified and well-suited partner for the XFL.”

Sean Eggert, SVP, Global Sports Marketing, Under Armour, said, “At Under Armour, each day is an opportunity to strive for more. Teaming up with the XFL to elevate and expand our partnership to support the League, its athletes, fans, and community at the next level brings this statement to life. We’re thrilled about the opportunity to advance the game both on and off the gridiron.”

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