• Loading stock data...
Thursday, April 3, 2025
Nominations Are Open for Front Office Sports Honors! Submit Now

Notre Dame Signs Reported $100 Million Under Armour Extension

  • The new 10-year extension is believed to be the richest apparel licensing deal in college sports.
  • Under Armour reportedly beat Nike and Adidas in a bidding war to retain Notre Dame’s apparel rights.
The new 10-year extension is believed to be the richest apparel licensing deal in college sports.
Syndication: South Bend Tribune

Notre Dame has reportedly reached a new $100 million licensing extension with Under Armour in a deal now believed to stand as the richest apparel collaboration in college athletics.

UA’s new 10-year contract with the Irish is “expected to be worth more than $10 million annually in cash and gear,” according to Ross Dellenger of Yahoo Sports. Before Under Armour became Notre Dame’s apparel partner in 2014, the role was held by Adidas via its reported $90 million deal that was believed to be the largest in college sports at the time.

The Fighting Irish’s apparel rights became available this spring with Notre Dame in the final year of its previous 10-year deal signed with Under Armour. The brand ultimately beat Adidas and Nike in a “bidding war” to maintain its partnership. Other schools with apparel deals in the $8-10 million a year range include Texas (Nike), Kansas (Adidas), Louisville (Adidas), Ohio State (Nike), Nebraska (Adidas), and Michigan (Nike).

Notre Dame holds one of the most valuable brands in college sports, so much so that it can maintain independent status without joining a college football conference. The university seeks to triple its football rights fees to $65 million to $75 million annually once its current media deal with NBC expires after the 2024 season.

Under Armour also outfits Auburn, Wisconsin, Utah, Texas Tech, and South Carolina, but the company has also canceled its deals in recent years with UCLA, Hawaii, Cal, and Cincinnati. Under Armour’s 2023 fiscal year revenue was up 3% to $5.9 billion, and the company’s fourth-quarter revenue reported in May was up 8% to $1.4 billion.

Notre Dame’s reach outside of the U.S. will be displayed later this month when the Fighting Irish travel to Dublin’s Aviva Stadium to play Navy in the Aer Lingus College Football Classic on August 26 to kick off the college football season.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Featured Today

Dec 27, 2024; San Jose, California, USA; San Jose Sharks center Macklin Celebrini (71) skates during warm ups before their game against the Vegas Golden Knights at SAP Center at San Jose

Macklin Celebrini and the Sharks Rookies Have Brought Good Vibes to a..

The rookie’s arrival has boosted spirits incongruously high inside the flagging franchise.
Mar 26, 2025; Indianapolis, Indiana, USA; Los Angeles Lakers forward LeBron James (23) in the first half Indiana Pacers at Gainbridge Fieldhouse.
April 1, 2025

The Creator Behind the LeBron ‘Glazing’ Trend Sweeping TikTok

FOS spoke to TikTok user OkaySpade who made the original song.
Mar 22, 2025; Providence, RI, USA; McNeese State Cowboys manager Amir Khan before a second round men’s NCAA Tournament game against the Purdue Boilermakers at Amica Mutual Pavilion
April 1, 2025

Inside the 24-Hour NIL March Madness Deals

Some of the most viral partnerships come together overnight.
Seattle Kraken
April 1, 2025

Samantha Holloway Is Seattle’s NHL Present—and Hopeful NBA Future

Samantha Holloway is steering the Kraken and hoping to revive pro hoops.

In the NIL Era, College Basketball’s Biggest Programs Keep Winning

Only Power 4 teams qualified for the men’s Sweet 16.
Paige Bueckers
March 31, 2025

Paige Bueckers Extends College Career Another Week

Bueckers advancing is a win for UConn, the Big East, and ESPN.
April 2, 2025

SEC, Big Ten Secure $3M Payouts From Women’s March Madness

Each unit is estimated to be about $113,636.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
Texas Longhorns guard Rori Harmon (3) guards William & Mary guard Bella Nascimento (5) during the first round NCAA playoff game at the Moody Center on Saturday, March 22, 2025.
March 31, 2025

William & Mary Nets Financial ‘Units’ for School After First Tournament Win

The school is the second-oldest university in the country.
Trae Young
March 31, 2025

Trae Young Is Latest NBA Star to Take On 7-Figure College Job

Young is the latest NBA star to join the college arms race. 
Mar 30, 2025; Atlanta, GA, USA; Auburn Tigers forward Johni Broome (4), left, guard Tahaad Pettiford (0) and head coach Bruce Pearl celebrate with teammates after winning the South Regional final of the 2025 NCAA tournament against the Michigan State Spartans at State Farm Arena.
March 31, 2025

SEC Earns Record $70M in Men’s March Madness Units

The NCAA distributes payouts based on participation and prowess in the tournament.
March 30, 2025

Missing Madness: All No. 1 Seeds in Men’s Final Four, First Time..

The results show the impact of NIL and the transfer portal.