Under Armour gets Premier League Presence with Spurs Deal

Hi everyone,
Tottenham Hotspur signed a deal with Baltimore based brand Under Armour. The American sportswear brand signs its first deal with an English Premier League club. Under Armour will take over from Puma at the start of the 2012-2013 season. The terms are reported to be $80 million over 5 years.

Last year, I interviewed Blair Tripodi, Under Armour Marketing Director, in order to have his views about Under Armour becoming a key player in football. This is what he said:

KL: What are the main difficulties to penetrate football in Europe?

BT: I think the difficulties are pretty clear.  A lot of brands want to win at football and quite frankly a lot of good brands with a lot of history behind them.  We fully respect the pecking order as it sits today and are taking our approach one athlete at a time.We believe there is room and then some for Under Armour and that the consumer wants another – different – brand to compete with the current players.  And it has been seen by the players who have chosen to wear Under Armour already (Marcel SchaefferPaul Robinson, Bobby Zamora and others) that the product is fit enough for some of the worlds best players.

Find the full interview here

The partnership with the Spurs kicks off by 2012-2013 season until 2017, a 5 year deal which will provide Under Armour with an entrance in football by the front door.

Indeed, the Spurs qualified last season for Champions League for the 1st time in their history, and are becoming a more and more credible alternative to the Premier League “Big Four”.

In Europe, Under Armour sponsors Hannover 96, Aris Thessaloniki. In Japan, Under Armour partners Omiya Ardija and Deportivo Toluca and Estudiantes Tecos for the Mexican Primera Division.

Being already compared to Nike, will Under Armour be soon an alternative of adidas, Nike and Puma within the football landscape? Time will tell!

Karl Lusbec