Under Armor has ended its record $ 280 million partnership with UCLA, the company announced Saturday. The Bruins signed the deal with Under Armor in 2016, and it was the largest apparel deal in college athletics at the time of its signing.
“We have been paying for marketing benefits that we have not received for an extended period,” the company said in a statement. “The agreement allows us to end in such a case and we are exercising that right.”
The company recognized how difficult the time is for such a decision, given the global pandemic caused by the coronavirus.
“We know this has been a difficult time for athletes, sports programs, and high-performance apparel brands,” the Under Armor statement said. “Under Armor will continue to preserve our strength in this challenging environment, while maintaining a strong network of partnerships with individuals, organizations, and leagues that make us the authority in the field for focused artists.”
UCLA athletic director Dan Guerrero responded to the decision to terminate the contract.
It is unclear what action UCLA intends to take in reaction. Under Armor is the official sponsor of 22 FBS shows, including Auburn, Cal, Maryland, Northwestern, Notre Dame, Utah, and Wisconsin.
