UFL and Under Armour Announce Partnership for the 2024 Season


Brand Becomes Officially Licensed Partner of the UFL.

Collection Available at shop.theufl.com

ARLINGTON, Texas – March 8, 2024 – The United Football League today announced a partnership with Under Armour ahead of its upcoming season, which kicks off on March 30, 2024. Today’s announcement is an extension of an expansive, multi-year agreement signed in 2023 with the XFL.

An industry leader in innovative, high-performance athletic apparel production, Under Armour will continue to provide resources, services, and support for UFL business and football initiatives, including:

  • Official Uniform Partner
  • Official Sideline Apparel Partner for Players and Coaches
  • Official Performance Apparel Partner
  • Official Licensed Fan Gear Partner
  • Official Youth Football Partner

“We are thrilled to continue our partnership with Under Armour and appreciate their commitment to both the League and the future of spring football,” said Russ Brandon, President and CEO of the UFL. “Under Armour has football in their DNA and a phenomenal history working across the high performance and professional sports ecosystem. We are committed to delivering only the best for our athletes, staff, and fans, and we know Under Armour will provide best-in-class products to represent the UFL.”

In addition to Under Armour’s involvement on the field, the company is now an officially licensed fan gear partner of the UFL, allowing fans and consumers to shop and wear the same apparel that their favorite players are wearing. The collection will go on sale today at shop.theufl.com and ua.com and will be available from local retailers beginning March 15.

In addition, Under Armour will participate in the League’s hospitality offerings by hosting fan activations to bring fans closer to the action and enhance the gameday experience.

The UFL and Under Armour will also continue to expand their work with the National Coalition of Minority Football Coaches through a program that was successfully piloted in 2023 with the D.C. Defenders and San Antonio Brahmas. The program pairs high school football coaches with UFL teams to offer hands-on coaching experience at the professional level and expand diversity and opportunity within the sport.

Under Armour has also been granted the rights to league-wide logos, team logos, and wordmarks, as well as player partnership rights and UFL venue access for content development.

“Under Armour has long been committed to making athletes better, and to be the best versions of themselves, they need apparel that is also ready to take on a challenge,” said Sean Eggert, SVP of Global Sports Marketing at Under Armour. “We’re excited to continue our partnership with the UFL and create performance solutions with their exact needs in mind for training, competition and recovery.”

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