UW Athletics and Under Armour Extend Landmark Partnership
November 24, 2025 | Football, General News
Historic 10-year extension makes the global performance brand one of the longest-standing partners in Badger history
MADISON, Wis. – Today, the University of Wisconsin-Madison and Under Armour (NYSE: UA) announced a 10-year extension of its current partnership, reaffirming a relationship built on innovation, performance, and a shared commitment to elevating the university's student-athletes. As a part of the renewed partnership, Under Armour will continue to outfit Wisconsin's 23 Division I men's and women's athletic teams with cutting-edge footwear, apparel, and accessories while introducing new athlete-driven innovation programs and fan-focused activations.
The groundbreaking extension includes creating new possibilities for Wisconsin student-athletes. Under Armour is investing in programs, such as the university's already robust name, image, and likeness platform, that help Badgers build their personal brands, connect with fans in meaningful ways, and explore opportunities that extend far beyond the playing field. This includes involvement with UA's innovation and design teams, giving athletes a voice in shaping future products and access to real-world experience in the global sportswear industry.
"Ten years ago, when we started this partnership, we did so with a mutual commitment to excellence, innovation and elevating Badger student-athletes," said Wisconsin Director of Athletics Chris McIntosh. "Today, as we renew the relationship amid a new era of collegiate sports, it is clear that Under Armour and Wisconsin cultures are closely aligned in support of our student-athletes, as well as Badger fans everywhere. I'm thrilled to continue to call Under Armour one of our most valued partners."
"Wisconsin has been an incredible partner for the past decade, and this extension gives us the opportunity to take that collaboration to the next level," said Sean Eggert, SVP of Global Sports Marketing at Under Armour. "We are excited to strengthen our commitment to the Badgers through advanced performance solutions and hands-on experiences that help student athletes excel in competition and prepare for success beyond the game."
Wisconsin student-athletes, coaches and staff will continue to benefit from Under Armour's most advanced performance innovations. From game day uniforms to cutting-edge training apparel and footwear, every product is designed with the same technology trusted by world-class athletes. Looking ahead, Under Armour will deliver exclusive designs for marquee moments, including custom jerseys for next year's Shamrock Series game between Wisconsin and Notre Dame at Lambeau Field.
Badger fans can also look forward to an increase in apparel and accessories in retail, while UW student-athletes will have opportunities to have hands-on involvement in UA's innovation and design processes, which will lead to personalized product solutions, as well as exposure to business functions in the apparel, footwear and fashion industries.
ABOUT WISCONSIN ATHLETICS
The Division of Intercollegiate Athletics at the University of Wisconsin–Madison provides student-athletes opportunities to excel, and thereby advance their athletic, academic, and social development. Through its commitment to education, broad-based opportunity and competitive excellence across its 23 Division 1 sport programs, UW Athletics is elevating the lives of our student-athletes, each other and people in the university community. For further information, visit: http://UWBadgers.com
ABOUT UNDER ARMOUR, INC.
Under Armour, Inc., headquartered in Baltimore, Maryland, is a leading inventor, marketer, and distributor of branded athletic performance apparel, footwear, and accessories. Designed to empower human performance, Under Armour's innovative products and experiences are engineered to make athletes better. For further information, please visit http://about.underarmour.com.
A partnership built to 𝐉𝐮𝐦𝐩 𝐀𝐫𝐨𝐮𝐧𝐝.
— Wisconsin Badgers (@UWBadgers) November 25, 2025
Ten years down. Ten years ahead.@UnderArmour x Wisconsin Athletics
🔗| https://t.co/npgyP5l0Es pic.twitter.com/kBn9PdXJQa
The groundbreaking extension includes creating new possibilities for Wisconsin student-athletes. Under Armour is investing in programs, such as the university's already robust name, image, and likeness platform, that help Badgers build their personal brands, connect with fans in meaningful ways, and explore opportunities that extend far beyond the playing field. This includes involvement with UA's innovation and design teams, giving athletes a voice in shaping future products and access to real-world experience in the global sportswear industry.
"Ten years ago, when we started this partnership, we did so with a mutual commitment to excellence, innovation and elevating Badger student-athletes," said Wisconsin Director of Athletics Chris McIntosh. "Today, as we renew the relationship amid a new era of collegiate sports, it is clear that Under Armour and Wisconsin cultures are closely aligned in support of our student-athletes, as well as Badger fans everywhere. I'm thrilled to continue to call Under Armour one of our most valued partners."
"Wisconsin has been an incredible partner for the past decade, and this extension gives us the opportunity to take that collaboration to the next level," said Sean Eggert, SVP of Global Sports Marketing at Under Armour. "We are excited to strengthen our commitment to the Badgers through advanced performance solutions and hands-on experiences that help student athletes excel in competition and prepare for success beyond the game."
Wisconsin student-athletes, coaches and staff will continue to benefit from Under Armour's most advanced performance innovations. From game day uniforms to cutting-edge training apparel and footwear, every product is designed with the same technology trusted by world-class athletes. Looking ahead, Under Armour will deliver exclusive designs for marquee moments, including custom jerseys for next year's Shamrock Series game between Wisconsin and Notre Dame at Lambeau Field.
Badger fans can also look forward to an increase in apparel and accessories in retail, while UW student-athletes will have opportunities to have hands-on involvement in UA's innovation and design processes, which will lead to personalized product solutions, as well as exposure to business functions in the apparel, footwear and fashion industries.
ABOUT WISCONSIN ATHLETICS
The Division of Intercollegiate Athletics at the University of Wisconsin–Madison provides student-athletes opportunities to excel, and thereby advance their athletic, academic, and social development. Through its commitment to education, broad-based opportunity and competitive excellence across its 23 Division 1 sport programs, UW Athletics is elevating the lives of our student-athletes, each other and people in the university community. For further information, visit: http://UWBadgers.com
ABOUT UNDER ARMOUR, INC.
Under Armour, Inc., headquartered in Baltimore, Maryland, is a leading inventor, marketer, and distributor of branded athletic performance apparel, footwear, and accessories. Designed to empower human performance, Under Armour's innovative products and experiences are engineered to make athletes better. For further information, please visit http://about.underarmour.com.
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