Under Armour and the University of Wisconsin-Madison announced a 10-year extension of their current partnership, which started in 2015.
As part of the renewal, Under Armour will continue to outfit the University’s 23 Division I men’s and women’s athletic teams with footwear, apparel, and accessories, while introducing new athlete-driven innovation programs and consumer-focused activations.
Under Armour, as part of the extension, will invest in programs, such as the University’s NIL (name, image, and likeness) platform. For student/athletes, the partnership also includes potential involvement with UA’s innovation and design teams to gain exposure to business functions in the apparel, footwear and fashion industries.
“Ten years ago, when we started this partnership, we did so with a mutual commitment to excellence, innovation and elevating Badger student-athletes,” said the University’s Director of Athletics Chris McIntosh. “Today, as we renew the relationship amid a new era of collegiate sports, it is clear that Under Armour and Wisconsin cultures are closely aligned in support of our student-athletes, as well as Badger fans everywhere. I’m thrilled to continue to call Under Armour one of our most valued partners.”
“Wisconsin has been an incredible partner for the past decade, and this extension gives us the opportunity to take that collaboration to the next level,” said Sean Eggert, SVP of Global Sports Marketing at Under Armour. “We are excited to strengthen our commitment to the Badgers through advanced performance solutions and hands-on experiences that help student athletes excel in competition and prepare for success beyond the game.”
Under Armour will also produce exclusive designs for marquee moments, including custom jerseys for next year’s Shamrock Series game between Wisconsin and Notre Dame at Lambeau Field.
Image courtesy University of Wisconsin
