Under Armour & USA Football Announce Multi-Year Partnership (2024)

Iconic sportswear brand Under Armour and USA Football, the sport's governing body in the United States and the organization responsible for creating and leading the U.S. National teams, have announced a multi-year partnership that aims to grow the game of football across all disciplines, including tackle and flag.

As the Official and Exclusive Uniform, Apparel and Footwear Partner of USA Football - inclusive of the U.S. Men's and Women's National Teams - Under Armour will support USA Football's athletes as they compete on the global stage with new innovations and world class products, reimagining how the sport will be outfitted.

The brand will also dress the first Olympic team for the 2028 Summer Gamesas flag football and USA Football's U.S. National Teams make their Olympic debut.

Under Armour & USA Football Announce Multi-Year Partnership (1)

Together, Under Armour and USA Football are on a mission to reshape the game and create more equity within the sport, extending far beyond apparel and footwear.

Together, they will work to structure the sport's continued growth so both athletes and coaches can benefit from a high-performance pathway that starts at youth recreational events and ladders all the way up to the U.S. National Teams and, ultimately, the Olympics.

Scott Hallenbeck, USA Football CEO on the partnership with Under Armour, said, "We were very thoughtful and intentional about the process as we looked for a partner in this space. The sport – flag football in particular – is evolving and growing at an incredible rate.

Hallenback continued, "We engaged with a number of potential partners, and what stood out about Under Armour was not only their rich heritage and tradition in football, but also their commitment to growing the game with us. They understand the sport needs to be nurtured as standards are put in place to guide its development. There needs to be real alignment and collaboration to grow the sport properly."

Under Armour & USA Football Announce Multi-Year Partnership (2)

As both organizations looked at how they could work together, they realized their shared commitment to innovation, development and performance, but in slightly different ways that are very complementary.

Under Armour's commitment is to best-in-class products and best-in-class innovation around programs, while USA Football is around standards, best practices, education, and now a high-performance path that culminates in the U.S. National Teams that will represent the country in the Olympics. Together, these areas marry nicely and become comprehensive and complete in their execution.

Both organizations are looking carefully at how they can best align in the short- and long-term. The first step is events, such as UA Next. A series of events that are all about development and performance, which closely aligns with our overall organizational structure, mission and some of USA Football's current events, like Talent ID Camps.

USA Football and Under Armour are committed to exploring and evolving opportunities as they learn more about the Olympic movement and USA Football's role as the sport's governing body.

Under Armour & USA Football Announce Multi-Year Partnership (3)

In addition to initiatives that streamline each other's organizational events, there is also a plan for innovation around products like uniforms. Sustainability is important to USA Football as well as the United States Olympic and Paralympic Committee and the IOC.

Sean Eggert, SVP of Global Sports Marketing at Under Armour, said, "Our goal is to provide a pathway for all athletes to participate in football from the youth level to the USA National Teams and to feel supported throughout that journey."

Eggert continued, "As we look ahead, we are committed to defining the path of flag football for all athletes through a grassroots program, supporting skill development by integrating flag into our existing UA Next platform and working to expand our coaches' network and opportunities through our ongoing partnership with the National Coalition of Minority Football Coaches."

In August 2023, Under Armour welcomed Diana Flores, world flag football champion, as a new Global Ambassador addition to UA Athlete roster. Flores is the first flag football athlete to join the
Under Armour family.

Under Armour & USA Football Announce Multi-Year Partnership (4)

As part of this partnership, the brand will work with Diana Flores, world flag football champion and UA ambassador, to break down barriers and provide access to sport for the next generation of athletes, with a focus on making flag football more accessible for boys and girls alike.

In January 2024, Under Armour hosted its first flag football camp in partnership with Flores for over 100 athletes at All-America, which is a part of Under Armour's UA Next platform. It was a great opportunity designed to support young female athletes of all skill and participation levels to reach their maximum potential.

Now more than ever, UA is committed to empowering female athletes on their journey to compete in football and play at all levels. In 2024, Under Armour is expanding its UA Next platform to provide access to sport to more than 7,500 youth athletes.

Under Armour will be incorporating flag football elements into our Future 50 camp, which is part of Under Armour's UA Next platform and will take place June 28-30 at IMG Academy in Bradenton, FL. Fans can count on Sports Illustrated for all their footwear and apparel news from the sports world.

Further Reading: Under Armour introduces the future of stretch with NEOLAST technology.

Under Armour & USA Football Announce Multi-Year Partnership (2024)


What football team does Under Armour sponsor? ›

Daniel Levy, Chairman Tottenham Hotspur, said: "We are delighted that Under Armour will become our new technical partner from 2012 onwards. They are an extremely ambitious brand with global aspirations, making them ideal partners for Tottenham Hotspur.”

What athletes are endorsed by Under Armour? ›

With the help of current and future basketball legends Stephen Curry, Kelsey Plum, Aliyah Boston, and Bryson Tucker, Under Armour is bringing back Protect This House.

What does Under Armour stand for? ›

At Under Armour, 'Stand for Equality' has always been a core value, meaning we stand with underrepresented groups, such as the LGBTQIA+ community, year-round and remain committed to creating better representation in sport, around the world, and in our own community.

What is the Under Armour scandal? ›

The lawsuit, filed by shareholders in 2017 in a federal court in Maryland, alleges that Under Armour artificially inflated its share price, resulting in losses for them. Shareholders claim that Plank and his associates were aware of a decline in sales and so employed improper tactics to sustain the growth momentum.

Who does Under Armour sponsor in college football? ›

Under Armour currently has its biggest collegiate deals with the University of Maryland, the University of Utah, the University of Wisconsin and Auburn University. It also has partnerships as well with the University of South Carolina, Northwestern University and the U.S. Naval Academy.

Who is the founder of Under Armour college? ›

Under Armour was founded on September 25, 1996, by Kevin Plank, a then-24 year old former special teams captain of the University of Maryland football team.

Does Under Armour sponsor high school teams? ›

Today Under Armour and City Schools celebrated Project Rampart, an ongoing six-year partnership designed to elevate the City Public High School student athlete experience and improve academic outcomes through the power of sport.

What sport is Under Armour known for? ›

Under Armour made the leap into footwear with the introduction of its first line of football cleats. The Brand captured a 23 percent share of the market in its first year and became the official footwear supplier to the NFL.

Who owns Under Armour? ›

Kevin Audette Plank (born August 13, 1972) is an American billionaire businessman and philanthropist. Plank is the founder and executive chairman of Under Armour, a manufacturer of sportswear, footwear and accessories, based in Baltimore, Maryland.

Does Under Armour sponsor NFL? ›

Continuing its exclusive licensing arrangement with the NFL since 2009, Under Armour will outfit all NFL Scouting Combine participants in Under Armour performance apparel designed specifically for the event.

Is Nike or Under Armour more popular? ›

Nike's brand is ranked #6 in the list of Global Top 100 Brands, as rated by customers of Nike. Their current market cap is $222.95B. Under Armour's brand is ranked #231 in the list of Global Top 1000 Brands, as rated by customers of Under Armour. Their current market cap is $9.34B.

Is Under Armour part of the Dwayne Johnson? ›

Famed for his wrestling skills, acting talents and dedication to fitness, Dwayne 'The Rock' Johnson has now joined US-based sportswear producer Under Armour on a long-term partnership.

Where is Under Armor headquarters? ›

In addition to our Global Headquarters in Baltimore, MD, UA also has a thriving corporate office location in Toronto, Canada.

Is Under Armour made in the USA? ›

At its headquarters in Baltimore, Maryland, the custom Under Armour products you love are designed and tested in-house to ensure each piece hits its mark. So when you choose Under Armour for your company gift and employee uniform needs, you can rest assured that your purchase is supporting a US-based company.

What footballer has Under Armour on? ›

Trent Alexander-Arnold has been the face of Under Armour in football since early 2017, and has since been joined by Antonio Rudiger, Matty Cash, Tyrone Mings and Eddie Nketiah.

What footballers are wearing Under Armour? ›

He had already been spotted training in the new gear earlier. In the announcement video, Rüdiger is wearing the more clean white/silver colorway. Rüdiger joins Trent Alexander-Arnold (Liverpool FC) and Tyrone Mings (Aston Villa) as notable footballers who have also signed with Under Armour.

Is the XFL sponsored by Under Armour? ›

Under Armour and the XFL had originally signed a multi-year tie-up in February last year. The United Football League (UFL), the spring American football league formed out of the merger of the XFL and the United States Football League (USFL), has unveiled its own deal with the Under Armour US sportswear brand.

Is Under Armour still with the NFL? ›

Under Armour Axes NFL Licensing Deal

Under Armour is ending its on-field licensing contract with the NFL and restructuring its business to focus on being “a performance brand” above all. Products with the company's logo will be barred from being worn or displayed on the field during NFL games.

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