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Under Armour Axes NFL Licensing Deal

  • Under Armour has pulled back another deal, ending its on-field licensing contract with the NFL.
  • The decision comes as the company restructures its business model.
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Under Armour

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.

The decision comes after Under Armour terminated multiple collegiate contracts in the last year. 

  • Cut ties with Cal and its 10-year, $85 million deal.
  • Left its record 15-year, $280 million deal with UCLA.
  • Paid $9.75 million to exit its 10-year, $50 million deal with Cincinnati.

In 2019, Under Armour also backed out of a deal to provide MLB uniforms, saying it would save the company $50 million.

On-field NFL licensing agreements are estimated to be valued between $10 and $15 million.

Under Armour-sponsored NFL athletes are reportedly “re-evaluating” their marketing opportunities ahead of next season, though the company confirmed its contract with Super Bowl-bound Tom Brady is intact.

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