Competitive Edge - Sports & Entertainment Marketing News

Under Armour ends NFL contract, but holds on to endorsement deal with Super Bowl-bound Tom Brady


Four days before Under Armour endorser Tom Brady heads to his 10th Super Bowl, the Baltimore athletic apparel maker said it’s dropping an on-field contract with the National Football League.

But Under Armour also said Wednesday that it has no plans to end or change its endorsement deal with the legendary quarterback. Brady’s Tampa Bay Buccaneers will play the Kansas City Chiefs for the title Sunday.

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Discussion Questions:

  1. What is sponsorship?
  2. By dropping their sponsorship with the NFL, what will Under Armour no longer be allowed to do from a marketing perspective?
  3. What is licensing?
  4. How does this announcement impact Under Armour from a licensing perspective?
  5. How might this decision impact Under Armour’s business moving forward?
  6. Why do you think Under Armour chose to maintain their relationship with Tom Brady but end the partnership with the NFL?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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