By Gary Symons
TLL Editor in Chief
Under Armour is suiting up for a major play in professional football with their team mates, the NHL.
The sportswear brand and the National Football League (NFL) have announced a long-term partnership, making Under Armour an official footwear and glove partner of the league. The agreement solidifies both brands’ shared commitment to performance innovation, player development, and fan engagement.
“At Under Armour, we’re passionate about nurturing talent and transforming the way athletes perform. We know what it takes to succeed on the field,” said Sean Eggert, senior vice president of global sports marketing at Under Armour. “With a shared dedication to investing in the game, from the pros to grassroots, we’re thrilled to continue shaping the future of the sport alongside the NFL.”
The deal puts Under Armour firmly in the game, granting the brand the rights to place its logos on NFL on-field footwear and gloves. Additionally, Under Armour will gain access to the NFL’s extensive media platforms and content distribution channels, giving the brand further in-game exposure.
The NFL is the largest sports league in the world by revenue, generating more than $18 billion a year.
Beyond outfitting the league’s top talent, Under Armour’s commitment extends to youth development. The NFL will support Under Armour’s grassroots initiatives, such as the UA Next® platform, which fosters the next generation of football stars. The collaboration underscores Under Armour’s long-standing role in player development, from youth leagues to the pros, equipping athletes with performance-enhancing cleats and gloves engineered for game-changing speed and precision catches.
“The NFL is excited to embark on this partnership with Under Armour, bringing their innovative products to NFL football to enhance player performance,” said Joe Ruggiero, senior vice president of consumer products at the NFL. “With the partnership, we hope to continue engaging current and future football players and fans around the world.”
Several NFL stars already trust Under Armour’s gear when they hit the gridiron. Baltimore Ravens All-Pro safety Kyle Hamilton emphasized the brand’s impact on performance, noting that Under Armour’s gloves, cleats, and gear provide an unparalleled competitive edge.
“It’s been such a blessing being part of the Under Armour football team,” said Hamilton, Baltimore Ravens All-Pro safety and Under Armour athlete. “From gloves to cleats to performance gear, there’s honestly nothing better to compete in. Some of the best players in the game are using Under Armour, and it’s great to know that there’s a new crop of talent coming in to continue that tradition.”
Minnesota Vikings All-Pro wide receiver Justin Jefferson echoed that view, reflecting on the brand’s deep roots in football culture.
“From before I even set foot on an NFL field, Under Armour has been like a second skin for me,” said Jefferson, Minnesota Vikings All-Pro wide receiver and Under Armour athlete. “The Under Armour football family has been ingrained in my brain since I was a kid. The ‘Click-Clack’ commercials, the best players in the sport, the whole vibe about it; to me, there’s nothing else that compares. I’m thrilled to be a part of the team and welcome the next generation of great players into the fold.”
With this new partnership, Under Armour says it isn’t just stepping onto the field; it’s planting its cleats firmly in the turf for the long haul.