XFL and Under Armour Announce Expansive, Multi-Year Partnership; Under Armour Becomes a Founding Corporate Partner of the XFL
NEW YORK — FEBRUARY 27, 2023 — The XFL today announced an expansive, multi-year partnership with Under Armour in which Under Armour has been named a Founding Corporate Partner of the League. Under Armour will provide resources, services, and support for XFL businesses and initiatives, including:
Official Uniform Partner (previously announced)
Official Sideline Apparel Partner
Official Performance Apparel Partner
Official Youth Football Partner
Preferred Footwear Partner
Under Armour’s state-of-the-art, performance-driving solutions and constant pursuit to empower athletes who strive for more will benefit all aspects of the League through this partnership. An industry leader in innovative, high-performance athletic apparel production, Under Armour provides all teams and staff sideline apparel, footwear, and accessories, training and practice gear, and, as previously announced, game uniforms.
In addition, Under Armour will work with the XFL to help support the League’s youth football and grassroots initiatives, including Under the Lights Flag Football, furthering both organizations’ commitment to increasing access to sport for athletes at all levels.
Under Armour will also participate in the League’s hospitality offerings by hosting fan activations to bring fans closer to the action and enhance the gameday experience.
“Under Armour strives to accomplish the same mission we have at the XFL: to elevate the game we all love and the athletes who play it,” said Dany Garcia, Chairwoman and Owner. “They have proven their commitment to innovation and utilizing best-in-class technology that increases our athlete’s performance and safety. Given the shared ethos between our organizations, and Under Armour’s history on the gridiron, I could not be more excited to continue this long-standing partnership.”
“Given the strength and success of building out Project Rock with the Under Armour team over many years, there is no partner I trust more to help our League achieve greatness in its founding season,” added Dwayne Johnson, Owner. “I can attest that Under Armour is a brand created by and made for the hardest worker in the room. Our XFL is built on that mindset. Players, coaches, staff, front office: we all grind with that grit and passion to be our best, which requires exceptional partners to match our drive and push each other to be better. Our XFL partnership with Under Armour is a strong one and we’re motivated to chase greatness together.”
Under Armour will also support the League’s digital media services and has been granted rights to XFL leaguewide logos, team logos, and wordmarks, as well as player partnership rights and XFL venue access for content development.
“Appointing a Founding Corporate Partner, particularly one that is fan-facing and integrated with the League’s commercial initiatives, is an important piece of determining the trajectory of the League’s branding and a key factor in player, staff, and fan experience,” said Russ Brandon, XFL President. “Under Armour has an impressive legacy as a football brand and only delivers the highest quality product, making them a uniquely qualified and well-suited partner for the XFL.”
“At Under Armour, each day is an opportunity to strive for more. Teaming up with the XFL to elevate and expand our partnership to support the League, its athletes, fans, and community at the next level brings this statement to life. We’re thrilled about the opportunity to advance the game both on and off the gridiron,” said Sean Eggert, SVP, Global Sports Marketing, Under Armour.
The XFL is a fan-first, fast-paced global professional football league with innovative rules and an enhanced 360-degree game experience. Anchored in world-class football, the XFL brings entertainment and innovation to advance the sport, expand player opportunities, and change the way that fans experience the game. The XFL has eight teams in Arlington (TX), Houston (TX), Las Vegas (NV), Orlando (FL), San Antonio (TX), Seattle (WA), St. Louis (MO), and Washington D.C.. The XFL is owned by Dany Garcia, Dwayne Johnson, and Gerry Cardinale’s RedBird Capital Partners and launched in February 2023.
ABOUT Under Armour, Inc.
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.