Ahead of flag football’s Olympic debut in 2028, USA Football announced a multi-year partnership with Under Armor that will run through the Los Angeles Summer Games.
Under Armor will be the exclusive uniform, apparel and footwear partner for the men’s and women’s national teams, including the team that will play in the 2028 Olympic Games. Financial details have not been made public.
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Under Armour, based in Baltimore, mainly supports women’s football and has signed a sponsorship agreement with Mexican quarterback Diana Flores.
“Under Armor has continued to invest in the sport of soccer and championship opportunities for women in sports,” Under Armor SVP of global sports marketing Sean Eggert said in a statement.
In addition, Under Armor is the official uniform partner of the UFL after having a similar relationship with the XFL, and the brand is the title sponsor of the Under the Lights national youth flag football league. In 2021, the company ended its on-field licensing contract with the NFL after also ending multiple college deals.
Under Armour’s stock price is down about 75% from five years ago as the company has faced criticism for its inability to expand beyond the performance category into street fashion, similar to how other brands such as On and Hoka have done so. Founder Kevin Plank, who returned as CEO this spring, hinted at possible layoffs during an earnings call in May.
Nike, the world leader in activewear, has also invested in flag football, whose participation has skyrocketed in recent years, with more than a million children expected to compete by 2023, according to USA Football. The company has contributed to a $5 million product commitment to girls’ high school teams in 2021 and is sponsoring a number of summer programs.
The U.S. men’s and women’s flag teams will both look to defend their world championship titles in Finland this summer after a record 42 teams participated in 2021.
“USA Football is committed to growing the game of football across all disciplines, including tackle and flag,” USA Football CEO Scott Hallenbeck said in a statement. “We truly believe this partnership with Under Armor will reshape the game from the youth level to our elite national teams.”
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