The Toronto Maple Leafs and Under Armour, Inc. signed a multi-faceted sponsorship that includes advertising rights for Under Armour throughout Air Canada Centre during Leafs' home games through the 2009-2010 season. In addition to the advertising rights, Under Armour will carry the designation as the Official Sponsor of Athletic Performance Apparel of the Toronto Maple Leafs. Under Armour Performance gear embellished with the Maple Leafs' symbols will be available in CentreSports, the official Leafs store inside Air Canada Centre.
Under Armour's brand presence inside Air Canada Centre will include rinkboard and videoboard signage, team website and game program advertising and signage outside the Maple Leafs' dressing room doors. In addition, Under Armour's signature “Protect This House” crowd prompt, a tradition at American college and pro football stadiums, will be played during Maple Leafs games.
“It's a great honour to be associated with one of hockey's most historic and storied franchises,” said Steve Battista, VP of Brand, Under Armour. “Our rapid growth in Canada and the opportunity to have our performance product available to Maple Leafs' fans on home ice make this a great deal for Under Armour.”
“The Under Armour brand has created a tremendous product presence with today's generation of professional and amateur athletes,” said Tom Anselmi, executive vice-president and chief operating officer of Maple Leaf Sports & Entertainment. “Under Armour is a great entrepreneurial success story. We're very excited about this new relationship and see many innovative opportunities to work together.”
In addition to this latest deal, the Under Armour logo is seen in tradition-rich sports venues in the U.S. including on the outfield walls of historic Wrigley Field, home of the Chicago Cubs. The Under Armour logo is also featured in the oldest major league stadium in the U.S., Boston's Fenway Park, home of the Boston Red Sox.
Under Armour has been an Official Supplier to both the National Hockey League (NHL) and Hockey Canada since 2003. The company said its growth in Canada has been equally robust, with revenues up 268% since it established its local headquarters in Toronto in 2004.
