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University of Wisconsin-Madison switches from Adidas to Under Armour

Sportswear company Under Armour has signed a long-term partnership with the University of Wisconsin-Madison’s Badgers intercollegiate sports teams.

The deal will run for 10 years, from 2016 until 2025, and is worth a total of $96m (€84.4m) in cash and the retail value of products received. In addition, guaranteed licensed sales royalties will provide a further $4.5m.

Under the agreement, Under Armour will exclusively design and supply apparel, footwear and accessories for training and game-day uniforms to all 23 of the US university’s men’s and women’s sports teams.

Under Armour will also feature the university and it sports teams in global marketing campaigns, social media initiatives, in-store promotions and grassroots activations.

The deal will commence on July 1, after Wisconsin’s 15-year association with Adidas comes to an end. The new deal marks Under Armour’s 32nd Division I all-school partnership.