Forget protecting it, Under Armour is redecorating the house in College Park.
The Baltimore-based apparel company and the University of Maryland athletic department announced a five-year, $17.5 million partnership, in which Under Armour will outfit all 27 intercollegiate sports programs and serve as a university sponsor.
“These types of deals, these all-school deals, are reserved for the most elite universities,” said Kevin Plank, Under Armour chairman and chief executive officer and a former Terrapins football player. “The University of Maryland certainly fits that criteria.”
The contract, announced on Tuesday, breaks down to $1.5 million annually in cash, and another $2 million annually in product. It also includes a rights fee, marketing entitlements, event tickets and retail licensing rights. The deal includes two, one-year mutual options, and makes Maryland the first school to have all its athletic teams outfitted by Under Armour.
The school’s football, men’s soccer and men’s lacrosse have been outfitted in Under Armour in the past, with the football program spearheading Under Armour’s outfitting debut in 2005.
Maryland men’s basketball coach Gary Williams and women’s coach Brenda Frese were on hand for the announcement Tuesday, which ends each team’s tie with Nike.
“I was with Nike for 19 years,” Williams said. “It was hard to leave, but I really think that for the school, this is what you want.”
Williams pointed to Atlantic Coast Conference rivals Duke and North Carolina, both Nike schools, as having perfected marketing their brand through one company.
This season, the Maryland men’s basketball team will wear Under Armour uniforms with Nike shoes until Under Armor unveils its first basketball shoe.
“Maybe next year, Under Armour has the basketball shoe ready to go,” Williams said.
Maryland’s most famous tie to the company, aside from Plank, might be Under Armour spokesman Eric Ogbogu, a former Maryland and NFL football player famous for his line “We Must Protect This House” in Under Armour advertisements.
“This is a great day, not only for Maryland and Under Armour, but for me to see this happen,” said Ogbogu, the director of special events for Under Armour. “Being around the university, I’ve always come back. It’s great to see, working with Under Armour, to finally see this day come.”
