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Under Armour Signs USA Football Deal, Eyeing Olympic Flag Debut

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Under Armour Signs USA Football Deal, Eyeing Olympic Flag Debut

Ahead of flag football’s Olympic debut in 2028, USA Football announced a multi-year partnership with Under Armor that will extend through the Los Angeles Summer Games.

Under Armor becomes the exclusive uniform, apparel and footwear partner for the men’s and women’s national teams, including the team that will play in the 2028 Olympic Games. Financial details have not been made public.

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Based in Baltimore, Under Armor has been especially supportive of women’s soccer and has signed a sponsorship deal with Mexico’s quarterback. Diana Floresamong others.

“Under Armor has continued to invest in the sport of soccer and provide championship opportunities for women in the sport,” Under Armor senior vice president of global sports marketing Sean Eggert said in a statement.

Additionally, Under Armor is the official uniform partner of the UFL after maintaining a similar relationship with the XFL, and the brand is the title sponsor of the Under the Lights national youth flag football league. In 2021, the company ended its field licensing agreement with the NFL after also terminating several college agreements.

Under Armor’s stock price is down about 75% from five years ago as the company has faced criticism for its inability to expand beyond the performance category into streetwear, similar to how other brands like On and Hoka have done. Founder Kevin Plank, who return as CEO this spring, pointed to possible layoffs during a May earnings presentation call.

Nike, a global leader in sportswear, has also invested in flag football, which has seen participation increase in recent years, with more than one million children competing by 2023, according to USA Football. The company contributed to a $5 million product commitment for girls’ high school teams in 2021 and sponsors a number of summer programs.

The US men’s and women’s flag teams will attempt to defend their world champion titles in Finland this summer after a record 42 teams competed in 2021.

“USA Football is committed to growing football in all disciplines, including tackle and flag,” USA Football CEO Scott Hallenbeck said in a statement. “We truly believe this partnership with Under Armor will reshape the game from the youth level to our elite national teams.”

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