US sportswear brand Under Armour has agreed a 10-year footwear and apparel deal with the University of Notre Dame that is believed to be the most valuable of its kind in college sports history.
Notre Dame declined to release financial details of the partnership, which comes into effect when its current contract with Adidas expires in June, but ESPN.com said the total value is around $90m (€66.4m). This would outstrip the $82m, 10-year tie-up between Adidas and University of Michigan.
Additionally, Under Armour will fully integrate Notre Dame’s teams into global marketing campaigns, social media initiatives, in-store promotions and grassroots activations.
The Notre Dame deal is Under Armour’s 13th with a Division One National Collegiate Athletic Association school. It also partners Auburn, Hawaii, Maryland, Texas Tech, Boston College, Utah, Northwestern, St John’s, Navy, Colorado State, South Florida and South Carolina.