SBD/Issue 41/Sponsorships, Advertising & Marketing

Brady Signs With Under Armour, Gets Financial Stake In Company

Brady Will Appear In Under Armour
Ads Beginning Early Next Year

Patriots QB Tom Brady "recently signed an endorsement deal with Under Armour after his apparel contract with Nike expired last summer," according to Peter King of SI.com. Brady is the "first superstar athlete, and first quarterback, to sign with Under Armour," and he will appear in "commercials and print ads starting early in 2011." He is "getting a financial stake in the company." Under Armour Chair & CEO Kevin Plank said, "Equity was a part of our deal. That was important to Tom, that (a stake in the company) was part of the deal." King notes Brady joins Ravens LB Ray Lewis and Olympic Gold Medalists Michael Phelps and Lindsey Vonn "as the biggies in Under Armour's stable" (SI.com, 11/8). In Baltimore, Andrea Walker reports Brady  will "wear the company apparel during practice and will debut a new customized cleat." He also will make "appearances at Under Armour stores" (BALTIMORESUN.com, 11/8). CNBC's Darren Rovell, who first reported Brady and Under Armour were talking about a deal, today wrote on his Twitter feed, "Clear shift in strategy for Under Armour from defensive to offensive players. Now count Boldin, Miles Austin & Brady on roster" (TWITTER.com, 11/8).

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