Baggot: UW + UA deal shows evolution in new era

BY ANDY BAGGOT

In the midst of change, we tend to seek out things that are familiar, things we can rely on, things we believe will last.

Ten years ago, the Wisconsin Athletic Department and Under Armour embarked on a footwear and apparel partnership based on a blend of creativity, caring, quality and brand management.

Their relationship has endured through massive alterations to the college athletic landscape – from a newly configured Big Ten Conference to the introduction of groundbreaking name, image and likeness legislation to all sorts of new freedoms for student-athletes – that UW and UA will make another commitment to one another.

It was announced Tuesday that UW Athletics and Under Armour have agreed to a 10-year contract extension that will continue to oversee outfitting the 23 men's and women's sports while also investing in the school's NIL platform.

"It is clear that Under Armour and Wisconsin cultures are closely aligned in support of our student-athletes, as well as Badger fans everywhere," Wisconsin Director of Athletics Chris McIntosh said. "I'm thrilled to continue to call Under Armour one of our most valued partners."

Back in 2015, Wisconsin officials became smitten with the Maryland-based company after a series of eye-opening site visits that ultimately gave way to a deal worth nearly $100 million in retail value. It turned out to be a boon for both the school and Under Armour.

Barry Alvarez was the UW athletic director in 2015 when the original deal with UA replaced a 10-year agreement with adidas. He said he spoke with representatives from adidas and Nike before deciding to go with Under Armour.

"We did our due diligence," said Alvarez, who retired in 2021.

A key moment in that initial pitch by UA came when a research team was dispatched to Madison to capture the vibe and history of the city and school. Hundreds of photos were used to construct what ultimately became the decisive pitch.

"The story they have," Alvarez said, "parallels the brand that we've established."

Another key development came during a visit by UW athletic department officials to the UA headquarters in Baltimore, Md. There, an Under Armour employee showed them partial photos of football uniforms from the Badgers and two other adidas clients, Indiana and Nebraska, with similar color schemes. The red and white features were so alike that UW observers were unable to tell them apart.

Over the last 10 years, Under Armour has made a point of putting UW student-athletes first. That will continue under this new deal with an emphasis on building personal brands while connecting with fans in meaningful ways.

"Wisconsin has been an incredible partner for the last decade, and this extension gives us the opportunity to take that collaboration to the next level," said Sean Eggert, the senior vice president of global sports marketing for UA.

Mitchell Pinta, the Wisconsin deputy AD and chief revenue officer, was asked to describe the Wisconsin brand. He said no matter if he's on the East Coast or the West Coast or somewhere closer to home "how much our brand is one that brings everyone together."

"Our brand is one of history, it's one of winning and it's one of fun," Pinta said.

The Big Ten now has 18 schools with the addition of Oregon, Southern California, UCLA and Washington. NIL legislation has given student-athletes access to millions of dollars that otherwise would have resulted in NCAA sanctions. Players regardless of sport or gender are able to transfer schools largely without penalty.

"Our brand has evolved as college athletics has evolved," Pinta said. "The core of what Wisconsin is and what makes Wisconsin special has not changed."

It's hard to imagine a more vital, valued partner than Under Armour is to UW.

"It's a very critical partnership," Pinta said. "Winning is clearly a very important part of what makes Wisconsin so great and successful. Having a partner who understands that, believes that and helps support that any way possible, is critically important."

University of Wisconsin Athletics

Baggot: UW + UA deal shows evolution in new era

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