New Football Milestone for Under Armour: A Multi-Year Technical Sponsorship of São Paulo

Hi everyone,big_Sao Paulo Fc01
Under Armour extends its football portfolio by adding Sao Paulo, the iconic and most successful football club. From May 1st, the Paulista 1st team and grassroot teams will be outfitted in UA matchwear and trainingwear gear. 

Peter Murray, VP of Global Brand and Sports Marketing for Under Armour said: “São Paulo has played a significant role in football becoming a cultural passion for Brazilians as well as spreading the flair and electric style of play that has become a symbol of the country’s everlasting impact on how the game is played on pitches all over the world” 

“Their tradition of winning, development of young footballers and strong reputation for embracing innovation makes them a great fit for Under Armour. This partnership will further accelerate our expanding presence in football.”  

The brand will unveil the club’s new match-day kits before the start of the 2015 Brasileirão Série A season.

In addition to winning six national titles, the club has won 12 international titles including three Libertadores da América and three club world championships.

São Paulo joins Under Armour’s growing global football roster, which includes Tottenham Hotspur of Barclay’s Premier League, Colo-Colo of the Chilean Primera Division, and Cruz Azul and Toluca of Liga MX. [Source:]

Under Armour tapped into football in 2011 with a Premier League presence with a Spurs deal. That was a significant marketing platform to increase their brand awareness in football, a sport they had no involvement in. 

The new “kid on the block” continued its sports marketing expansion by communicating massively on its athletes around the 2011 Women’s World Cup in Germany. Lauren Cheney and Heather Mitts hit the headlines and Under Armour launched virals featuring both players with values that are essentials to the brand: Hard work, Committment, Strive to be the best, Performance, team spirit.

After launching the “Road to Glory” campaign in 2012 and a youth training programme in 2014 jointly with Tottenham Hotspur, Under Armour expands now its global football footprint, and Sao Paulo will help them to bridge not only to new markets, but to set themselves more and more as a football brand.

After overtaking adidas in US sportswear market, Under Armour is focusing more and more on football, certainly to take the number one sports brand worldwide.

Karl Lusbec