Notre Dame Extends Apparel Deal with Under Armour for Another 10 Years
SOUTH BEND, Ind. – In a highly anticipated move, Notre Dame has chosen to extend its partnership with Under Armour for another 10 years. The athletic department’s apparel deal with Under Armour was reportedly worth around $10 million annually, making it one of the most lucrative apparel deals in college sports. Under Armour beat out Nike and Adidas to secure the contract extension.
The first 10-year contract between Notre Dame and Under Armour included stock in the company, which took a significant hit during the term of the contract as Under Armour dropped several college athletics programs, including UCLA. However, despite the financial setback, Under Armour was determined to keep Notre Dame as its partner.
Notre Dame explored the possibility of partnering with Nike or Adidas but ultimately decided that Under Armour was the best fit for its athletics programs. Under Armour went above and beyond to secure the deal, even hosting Notre Dame head football coach Marcus Freeman during his alumni club tours on the East Coast.
Outgoing athletics director Jack Swarbrick, whose son works at Under Armour, stated that Notre Dame thoroughly evaluated other programs’ experiences with their apparel partners and concluded that a partnership with Nike or Adidas would not necessarily bring about any significant changes. Swarbrick emphasized that leaving a lucrative deal with Under Armour for a new partnership could potentially create more issues than it solves.
While Nike already represents top programs such as Georgia, Alabama, and Ohio State, as well as the entire NFL, it is unlikely that Notre Dame would be a priority for the company. Adidas recently signed a 10-year deal with Manchester United worth over $100 million annually, placing Notre Dame in a different financial bracket.
Under Armour, on the other hand, has a smaller portfolio of collegiate programs, with Utah, Wisconsin, Auburn, and Maryland being its biggest partners. Auburn is the only Under Armour program to have won a national championship in football. Swarbrick clarified that being a priority partner was not the driving factor in Notre Dame’s decision, although it does provide certain benefits such as increased access and responsiveness.
Public sentiment regarding the extension of the Under Armour deal was not overwhelmingly positive. In a summer survey conducted by The Athletic, only 8.4 percent of Notre Dame fans believed that the school should continue wearing Under Armour. Nike emerged as the preferred choice among readers, capturing 43.2 percent of the vote, followed by Jordan Brand (26.6 percent) and Adidas (10.2 percent).
While some speculated that the potential for Name, Image, and Likeness (NIL) opportunities for Notre Dame athletes played a role in the decision, Swarbrick downplayed its significance. He stated that while NIL was part of the conversation, it was not a major factor in the apparel deal. Notre Dame’s focus is on gaining resources that directly benefit its students, rather than relying heavily on NIL opportunities.
The extension of the partnership between Notre Dame and Under Armour signifies a significant financial victory for both parties. Despite public sentiment leaning towards other brands, Under Armour’s commitment to supporting student-athletes both on and off the field likely played a role in securing the deal. As Notre Dame’s flagship brand, Under Armour will undoubtedly work towards helping the Fighting Irish achieve success on the field to enhance the value of their partnership.
In conclusion, Notre Dame’s decision to extend its apparel deal with Under Armour for another 10 years highlights the financial benefits that come with such partnerships. While public sentiment may have favored other brands, Under Armour’s commitment to supporting student-athletes and the financial resources it provides ultimately won out. As Notre Dame continues to strive for success both on and off the field, this extended partnership will undoubtedly play a crucial role in their journey.