Under Armour, Inc. extended its visibility in the UK by becoming the official base layer apparel supplier of the UK's Reading Football Club and English rugby union champions, Sale Sharks.
“The Under Armour brand stands for authenticity, and Reading and Sale have proven themselves to be true competitors in the eyes of their fans and opponents,” said Ryan Wood, President of UA Europe B.V. “With the help of Under Armour's superior technology as a base layer, we look forward to watching both teams reach new heights in on-field performance.”
The Reading Football Club is the first Premiership club in Britain to sign an official partnership with Under Armour.
“Under Armour products are extremely popular with our players and are proving equally popular with our supporters as well,” said Pat Coyne, Reading Commercial Director. “We're proud to be the first Premiership club to partner with Under Armour and look forward to a long and successful relationship.”
Niels de Vos, Chief Executive of Sale Sharks, noted, “Our players fully appreciate the undeniable advantage that Under Armour apparel brings to their individual and collective performance. We're excited to harness that power as we defend our title.”
In addition to football and rugby, Under Armour is also developing a strong brand presence in cricket in the UK and Ireland. Earlier in 2006, Under Armour signed an agreement with the English Cricket Board to become an official supplier of performance apparel to the England Test squad.
