Lost Exposure

Adidas, Nike and Under Armour stand to be some of the companies hit the hardest by college sports postponements, as each brand has millions tied up in school contracts. A Power 5 conference program provides an average of $4.74 million in marketing value, with a conference championship game providing more than $2 million.

Without a season, the brands lose the millions of eyeballs that would see their logos associated with college football programs on TV and live on the field. Even those teams still set to play likely won’t provide the full value of exposure playing in front of empty stadiums.

Before the Pac-12’s season was shelved, Under Armour was attempting to get out of its deals with schools like UCLA and Cal. Among the brand’s reasons for trying to terminate the deals: the schools failing to fulfill contract obligations and, in the case of Cal, sales of out-of-date apparel by a third-party.

Largest College Apparel Deals in Big Ten and Pac-12:

— $280 million: Under Armour’s 15-year deal with UCLA

— $137.8 million: Nike’s 15-year deal with Michigan

— $119 million: Adidas’ 10-year deal with Washington