SBD/Issue 234/Sponsorships, Advertising & Marketing

Under Armour To Sponsor Five N.Y. High School Basketball Teams

Under Armour (UA) is "set to sponsor five New York high school basketball teams during the 2009-10 season, including Lincoln High, which has won seven of the last eight PSAL championships," according to Mark Lelinwalla of the N.Y. DAILY NEWS. UA also is "sponsoring Boys & Girls and Thomas Jefferson's boys' teams, as well as the reigning city and state girls champion, St. Michael Academy, and perennial girls powerhouse St. John the Baptist on Long Island." The five teams are part of the 27 high school basketball squads -- 20 boys and seven girls -- that UA is "currently sponsoring in a nationwide strategy to market its brand." The company believes that Lincoln High School -- where free agent G Stephon Marbury and Clippers G Sebastian Telfair attended -- gives it "instant authenticity on the high school scene, perhaps even sending a subliminal shot to Nike, which still outfits a handful of top-tier teams in the city." UA Friday sponsored the Elite 24 high school showcase at Rucker Park in N.Y., "in which all 24 players involved were outfitted in Under Armour." UA Dir of Basketball Kris Stone said Lincoln is "going to be the centerpiece of East Coast and New York City basketball" for UA. Stone: "What it does for us it says we're going to be committed to basketball. That was just the statement we're trying to make. What we're trying to do is create a presence for the brand." UA VP/Brand Steve Battista said that UA does not release the terms of the contracts, but "each deal varies" (N.Y. DAILY NEWS, 8/23).

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