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Under Armour terminates 15-year, $280 million apparel deal with UCLA over lack of ‘marketing benefits’

The Bruins signed the richest apparel deal in the college sports in 2016

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Under Armour has terminated its record $280 million partnership with UCLA, the company announced on Saturday. The Bruins signed the deal with Under Armour in 2016, and it was the biggest apparel deal in college athletics at the time of it was signed.

“We have been paying for marketing benefits that we have not received for an extended time period,” the company said in a statement. “The agreement allows us to terminate in such an event and we are exercising that right.”

The company went on to recognize how difficult the timing is for such a decision, given the global pandemic brought on by the coronavirus.

“We know that this has been a challenging time for athletes, sports programs and performance apparel brands alike,” Under Armour’s statement said. “Under Armour 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 on-field authority for focused performers.”

UCLA athletic director Dan Guerrero responded to the decision to terminate the contract.

Ben Bolch    @latbbolch

Under Armour has informed UCLA that it is attempting to terminate its record $280-million apparel deal with the school. In an email to UCLA constituents, athletic director Dan Guerrero wrote “We are exploring all of our options to resist Under Armour’s actions.”

It’s unclear what measures UCLA intends to take in reaction. Under Armour is the official sponsor for 22 FBS programs, including Auburn, Cal, Maryland, Northwestern, Notre Dame, Utah and Wisconsin.

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