The University of Maryland Board of Regents approved a plan to renew its sponsorship partnership with Under Armour for another 12 years. Under Armour, founded by former Terps football player Kevin Plank, has been Maryland athletics’ exclusive apparel partner since 2005.
The contract extension is valued at $98 million. The deal would begin July 1 and run through June 30, 2036.
“The University of Maryland holds a special place in my heart because it’s where our brand was born. We’re excited about the next chapter of this partnership which will entail working closely with Maryland’s elite athletes and tapping further into the entrepreneurship and innovation hub that exists right in our own backyard. I commit that myself and Under Armour will do everything we can to give the Terps, and frankly every school we outfit, an advantage with the innovative product we build to help them win,” said Plank, who retook control as CEO this year.
Under Armour began outfitting Maryland’s football program in 2004, marking them as the first collegiate football team in the country to wear UA jerseys. UA has been the department-wide exclusive outfitter since 2009 and will continue to design and supply the training and game-day footwear, apparel and equipment for Maryland’s varsity athletic teams.
The new agreement also extends the partnership to the University beyond its athletics department, providing UA products to outfit club and intramural teams in the University’s Department of Recreation and Wellness.
The partnership also includes integrating the brand’s marketing, social media, in-store, and grassroots activations.
The extended partnership features new elements, including an NIL Brand Ambassador Program, allowing Maryland student-athletes to earn direct compensation from Under Armour for promoting Under Armour products on the student-athlete’s social media channels.
“Maryland and Under Armour are perfect partners, connecting founder Kevin Plank with his alma mater,” said Damon Evans, Barry P. Gossett Director of Athletics at University of Maryland. “We are excited that this rich tradition will continue for the next 12 years in a strong partnership with Under Armour. Our Terps proudly wear Under Armour, and this agreement showcases UA’s unwavering commitment to the University of Maryland, our supporters, and our fans.”
With an annual price tag of almost $8.2 million, Maryland joins an exclusive tier of colleges and universities with deals believed to range from $8 million to $10 million per year. As of 2023, that group included Notre Dame and Wisconsin (Under Armour), Michigan, Ohio State and Texas (Nike), and Kansas, Louisville and Nebraska (Adidas).
The renewal comes as Under Armour has been exiting several university programs to reduce its cost structure, including those with Cincinnati, Hawaii UCLA, Auburn, California, and Boston College. Under Armour continues to maintain sponsorships with South Carolina and Utah as well as Notre Dame and Wisconsin.
