• Loading stock data...
Thursday, September 18, 2025

South Carolina Champion Aliyah Boston Inks Major Deal with Under Armour

  • The women’s Player of the Year has announced what may be her highest-profile deal yet.
  • The deal aims to “continue building and growing the women’s basketball community,” Boston said in a statement.
Kirby Lee-USA TODAY Sports

South Carolina star Aliyah Boston already boasts a handful of name, image, and likeness deals to go with her long list of on-court accolades.

But the women’s Player of the Year has announced what may be her highest-profile deal yet: a multi-faceted partnership with Under Armour. 

The deal aims to “continue building and growing the women’s basketball community,” Boston said in a statement.

“I’m really looking forward to giving more young girls access to the sport at the community level,” she said.

As part of the partnership, Boston and the apparel company will host a women’s basketball camp in her hometown of St. Thomas, Virgin Islands.

Boston will also market the 2022 version of the UA Breakthru 3 Women’s Basketball shoe. She’ll advise Under Armour on women’s basketball footwear.

Under Armour did not respond to a request for comment regarding financial terms of the deal. 

Under Armour is following a trend of major sports apparel brands partnering with the athletes at their schools. South Carolina is an Under Armour school — and Boston and her teammates have already worked with the brand on NIL deals in the form of custom shirts.

Nike, for example, struck a partnership with Reilyn Turner — a soccer player at UCLA, which is outfitted by Nike.

Adidas offered deals to every Division I athlete at Adidas schools.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Baseball

NCAA Settles With Volunteer Baseball Coaches for $49 Million

A similar suit brought by volunteer coaches of other sports remains open.
Ohio State Buckeyes linebacker Arvell Reese (8) pursues Texas Longhorns quarterback Arch Manning (16) during the NCAA football game at Ohio Stadium on Aug. 30, 2025.

College Football Enters Week 3 Up 21% in TV Ratings

Total college football viewership across all networks is up big.
Mar 4, 2025; Washington, DC, USA; House Majority Leader Steve Scalise, R-La., speaks with Rep. Marjorie Taylor-Greene, R-Ga., ahead of President Trump’s address to a joint session of Congress at the U.S. Capitol in Washington, D.C., on March 4, 2025.

House Republicans Delay SCORE Act Vote Tentatively Planned for Next Week

They didn’t believe they had enough votes to pass the bill.
Feb 17, 2024; Boise, Idaho, USA; Fresno State Bulldogs guard Jalen Weaver (5) during the first half against the Boise State Broncos at ExtraMile Arena.

NCAA Bans 3 Basketball Players for Violating Betting Rules Last Season

The former San Jose State and Fresno State players have lost eligibility.

Featured Today

Adriunna Brown

Business Is Booming for WNBA’s Top Beauty Pros

A network of stylists is shaping how players look, feel, and perform.
Premier Lacrosse League
September 14, 2025

‘The Circus Is Coming to Town’: Why Upstart Leagues Start on Tour

In their ambitious plans, a traveling schedule is only temporary.
PHILADELPHIA, PENNSYLVANIA - APRIL 19: A detailed view of the MLB Debut patch on the jersey of Patrick Monteverde #44 of the Miami Marlins prior to game against the Philadelphia Phillies at Citizens Bank Park on April 19, 2025 in Philadelphia, Pennsylvania.
September 13, 2025

The Tiny Jersey Patch at the Center of the MLB Rookie Card..

Autographed cards containing a piece of baseball history have upended the market.
September 11, 2025

Eagles-Chiefs Super Bowl Rematch Could Set More NFL Ratings Records

Fox will nationally televise Sunday afternoon’s matchup.
Sep 13, 2025; San Francisco, California, USA; Los Angeles Dodgers pitcher Clayton Kershaw (22) delivers a pitch against the San Francisco Giants in the first inning at Oracle Park.

Dodgers Pitcher Clayton Kershaw Retiring After 18 Seasons

Kershaw is fourth all-time in career earnings for a pitcher.
Kawhi Leonard
September 16, 2025

A Timeline of the Kawhi Leonard-Clippers-Aspiration Saga

Investigations into the Clippers’ business dealings with Leonard date back years.
Lionel Messi
September 18, 2025

Messi Near New Deal to Stay in MLS, Miami

His contract with Inter Miami was set to expire in December.
Sponsored

How World Series Champ Dexter Fowler Became a Premier League Team Owner

Dexter Fowler discusses navigating retirement and embracing new roles as an owner & investor.
Joe Burrow
September 15, 2025

Joe Burrow Out for Months After Bengals’ Pricey Offseason

Tee Higgins and Ja’Marr Chase are the highest-paid WR duo in NFL history.
September 11, 2025

NHL To Allow Players From Hockey Canada Trial To Return This Winter

The five Canadian players were all acquitted in July.
September 10, 2025

Kuminga, Grimes Remain Unsigned As Giddey Agrees to $100M Deal

Two of the four restricted free agents have inked deals.
September 8, 2025

Alcaraz and Sinner Have More to Gain in 2025 After Splitting Slams

Alcaraz and Sinner have split the last eight Grand Slams.