Under Armour gets Premier League Presence with Spurs Deal

Posted on Updated on

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


12 thoughts on “Under Armour gets Premier League Presence with Spurs Deal

    […] Hi guys Tottenham Hotspur are on a branding awareness spree. Indeed, their “Glory Glory” slogan is the Spurs’ leitmotiv as  they embark on a major business rebranding. Great opportunity for Under Armour who will take over THFC from next season onwards. […]


    2011 Football Marketing Highlights « said:
    December 30, 2011 at 3:39 pm

    […] Under Armour partners with Tottenham Hotspur for $80 million over 5 years. […]


    Under Armour Partners with Michael Dawson « said:
    January 14, 2012 at 11:01 am

    […] its innovative products and partnerships with the world’s best athletes and professional teams. Beginning in the 2012/13 season the brand will supply Tottenham Hotspur’s kit, as part of its technical partnership deal announced last […]


    […] jersey. The next EPL season Under Armour and Warrior joins the club by partnering respectively with Tottenham Hotspur and […]


    […] major deal for Spurs to increase their brand awarness in the U.S. market. After partnering with Under Armour, a key U.S. sportswear manufacturer, Tottenham Hotspur add another licensing milestone to their […]


    Premier League Leads European Kit League Race « said:
    April 17, 2012 at 10:25 am

    […] are no longer alone in the race. Under Armour is strengthening its european football presence with a deal with Spurs ($80 million over 5 years) and Warrior enters the race with a thunder by signing Liverpool FC over […]


    […] Hi everyone, Under Armour and Tottenham Hotspur Football Club today unveiled the Club’s new home and away kits for the coming 2012/2013 Season. The new Tottenham Hotspur performance and apparel ranges are Under Armour’s first kit supply agreement with a Barclays Premier League team and represents the brand’s largest team sponsorship to date. […]


    […] to put pressure on Nike for a better deal. Under Armour, a Baltimore-based sportswear brand inked a deal with the Spurs for $80 million over 5 years starting season 2012-2013. Liverpool FC partnered with Warrior, a division of New Balance. A 6 year […]


    […] of the season against Sunderland on May 19 2013. Tottenham and Under Armour inked last year a $80 million partnership deal over 5 years. The kits were launched under the campaign: To dare is to Do which marked Under Armour first […]


    […] Tottenham Hotspur is another good example of a club pursuing an innovative strategy to maximise sponsorship value. […]


    […] In the London area, Arsenal just signed a major deal with Puma for €150 million until 2018. The Spurs are partnering with Under Armour since season 2012 for €62 until 2017.  […]


    […] Under Armour, inked a deal with the Spurs for $80 million over 5 years starting season 2012-2013 while Liverpool FC partnered with Warrior, a 6 year agreement starting […]


Comments are closed.