Under Armour topped Canton, MA-based Reebok and won a six-year deal to  become the exclusive official outfitter for Boston College's football and basketball squads, and 29 other varsity teams. The deal starts in July 2010. UA will replace long-time BC-endorser Reebok.

The deal includes an annual payment as well as product, along with a rights fee, marketing entitlements, event tickets, and retail licensing rights. Terms of the contract were not disclosed.

The deal represents UA's first collegiate deal in the Northeast. BC will join Auburn, South Florida, Maryland, Texas Tech, Utah, South
Carolina and Hawai'i as the only I-A football programs sporting Under
Armour football jerseys.

Boston College Athletics Director Gene DeFilippo said the new partnership “will provide the school’s student athletes the best chance to excel on the national stage.”

“As one of the bellwether athletic programs of the Northeast and a
perennial national championship contender, Boston College is an ideal
match for the Under Armour brand. The Eagles' rich heritage across
multiple sports is a testament to the dedicated athletes and
administrators who strive to be the best,” said Kevin Plank, CEO and founder, Under Armour. “BC has maintained a loyal and fervent fan base
in a city that demands excellence from all of its teams, and this
partnership will have an immediate, positive impact for our brand and
this elite athletic program and institution.”