USA FOOTBALL AND UNDER ARMOUR FORM MULTI-YEAR PARTNERSHIP TO SUPPORT U.S. NATIONAL TEAMS AND GROW THE GAME OF FOOTBALL

Rhea-AI Summary

USA Football and Under Armour have entered into a multi-year partnership through the 2028 Summer Olympics. Under Armour will serve as the Official and Exclusive Uniform, Apparel, and Footwear Partner of USA Football, including U.S. National Teams. This partnership aims to grow football participation by providing innovative gear and support from youth levels to the Olympics. Under Armour will outfit the first Olympic flag football team, marking the sport's debut in the 2028 Games. The collaboration will also support USA Football's growth initiatives and high-performance pathways for athletes and coaches. The partnership began with the recent training camp for the U.S. Men's and Women's Flag National Teams preparing for the IFAF's Flag Football World Championships.

Positive

• Under Armour secures long-term partnership through 2028, providing stability and prominence.
• Under Armour to outfit the first flag football team for the 2028 Summer Olympics, enhancing brand visibility.
• Partnership aims to grow football participation from youth to elite levels, potentially expanding market reach.
• Collaboration supports female athletes and provides custom uniforms and funding grants for girls' flag football.
• USA Football and Under Armour to develop high-performance pathways, benefiting athlete development.
• Recent successful debut at training camp for U.S. Flag National Teams indicates strong initial collaboration.

Negative

• No specific financial details disclosed, leaving investors uncertain about the partnership's monetary impact.
• The partnership's success heavily depends on the future performance of U.S. National Teams and growth initiatives.
• Potential dilution of brand focus as Under Armour expands into new sports categories.

Under Armour becomes the Official and Exclusive Uniform, Apparel and Footwear Partner of USA Football and the U.S. National Team Through the 2028 Summer Olympics

BALTIMORE and INDIANAPOLIS, June 11, 2024 /PRNewswire/ -- USA Football, the sport's governing body in the United States and the organization responsible for creating and leading the U.S. National Teams, and Under Armour, the innovative performance brand, today announced a multi-year partnership through the 2028 Summer Olympics in Los Angeles. The partnership aims to allow every athlete to participate, ultimately growing the game of football. 

As the new Official and Exclusive Uniform, Apparel, and Footwear Partner of USA Football, including the U.S. Men's and Women's National Teams, Under Armour will support USA Football's athletes as they compete on the global stage with new innovations and world-class products, reimagining how the sport will be outfitted. The brand will also dress the first Olympic team for the 2028 Summer Games as flag football and USA Football's U.S. National Teams make their Olympic debut.

Under Armour is committed to aligning with the standards and best practices established by USA Football as the sport's governing body. Together, Under Armour and USA Football will structure the sport's continued growth so athletes and coaches benefit from a high-performance pathway that leads from youth recreational events to the U.S. National Teams and, ultimately, the Olympics.

"USA Football is committed to growing the game of football across all disciplines, including tackle and flag. We truly believe this partnership with Under Armour will reshape the game from the youth level to our elite national teams," said USA Football CEO Scott Hallenbeck. "We are beyond excited to partner with Under Armour on the heels of the IOC's announcement that football will be part of the 2028 Summer Olympics in LA. Under Armour's commitment to performance, innovation and sustainable products will be critical to our national teams' success, but this partnership extends far beyond just apparel and footwear."

From the rookies to the seasoned veterans, Under Armour has always put the athlete first, inspiring them with performance solutions they didn't know they needed and can't imagine living without. From its origins on the field to today, the brand has demonstrated its focus on making athletes better, meeting real needs with innovative performance solutions that enhance each competitor's ability to perform.

"Under Armour has continued to invest in the sport of football and champion opportunities for women in the sport, from announcing our first flag football Global Ambassador to providing custom uniforms for female student-athletes to funding grants for girls' flag football programs," said Sean Eggert, SVP of Global Sports Marketing at Under Armour. "Our partnership with USA Football takes this commitment to the next level as we provide access to the sport for the next generation of athletes."

Under Armour recently made its partnership debut on the field with USA Football in late May when the U.S. Men's and Women's Flag National Teams convened for training camp to prepare for the International Federation of American Football's Flag Football World Championships, which will take place in Lahti, Finland this August.

The U.S. Men's and Women's Flag National Teams are defending World Champions. IFAF expects this year's event to be the largest, with more than 25 countries participating.

"This partnership will help develop and expand the football ecosystem through innovation and sustainability," Hallenbeck said. "This strategic alignment between our organizations underscores a shared commitment to industry-leading standards, best practices and sports development that will create more opportunities for everyone to enjoy this great game."

"Our goal is to provide a pathway for all athletes to participate in football from the youth level to the USA National Teams and to feel supported throughout that journey," Eggert said. "As we look ahead, we are committed to defining the path of flag football for all athletes through a grassroots program, supporting skill development by integrating flag into our existing UA Next platform and working to expand our coaches' network and opportunities through our ongoing partnership with the National Coalition of Minority Football Coaches."

This multi-year partnership will allow USA Football and Under Armour to impact and support football communities and drive an evolution of the athlete journey through a unique pathway for every player.

About Under Armour 

Under Armour, Inc., headquartered in Baltimore, Maryland, is a leading inventor, marketer, and distributor of branded athletic performance apparel, footwear, and accessories. Designed to empower human performance, Under Armour's innovative products and experiences are engineered to make athletes better. For further information, please visit http://about.underarmour.com.

About USA Football

USA Football is the governing body of American football in the United States, the sole US member of the International Federation of American Football, and a recognized sports organization of the US Olympic & Paralympic Committee. Its non-profit mission includes designing and delivering premier educational, development, and competitive programs for American football, including tackle and flag football. USA Football is the only organization that selects and organizes men's and women's US National Teams in federation-sanctioned international competition.

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SOURCE Under Armour, Inc.; USA Football

FAQ

What is the duration of the Under Armour and USA Football partnership?

The partnership will last through the 2028 Summer Olympics.

What role will Under Armour play in the partnership with USA Football?

Under Armour will be the Official and Exclusive Uniform, Apparel, and Footwear Partner of USA Football.

Which teams will Under Armour support through this partnership?

Under Armour will support the U.S. Men's and Women's National Teams, including the first Olympic flag football team.

How is Under Armour contributing to women's football through this partnership?

Under Armour is providing custom uniforms and funding grants for girls' flag football programs.

What is the focus of the Under Armour and USA Football partnership?

The focus is on growing football participation from youth levels to the elite national teams and supporting the Olympic debut of flag football.

When did Under Armour debut its partnership with USA Football?

Under Armour debuted its partnership in late May during a training camp for the U.S. Flag National Teams.