Competitive Edge - Sports & Entertainment Marketing News

Under Armour exits yet another school sponsorship deal as part of big shrink


Under Armour (UA) has backed out of another expensive university apparel sponsorship deal, its third in the past six months.

According to the Baltimore Business Journal, the Baltimore-based apparel company has agreed to a $9.75 million exit fee to get out of its 10-year, $50 million deal with the University of Cincinnati.

Click here to read the story at

Discussion Questions:

  1. What is sponsorship?
  2. Why do brands like Under Armour invest in university apparel sponsorship deals?
  3. Why do you think some university apparel deals are more valuable than others?
  4. Based on information from this story, why is Under Armour pulling out of some of their biggest apparel sponsorship deals?
  5. Why would a school like the University of Cincinnati allow Under Armour to pull out of an agreement like this? Why or why not?
  6. What is positioning? What is re-positioning?
  7. According to this story, how does Under Armour intend to re-position the brand?
  8. In your opinion, will they be able to successfully be able to re-position the brand? Why or why not?
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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