SBD/March 15, 2011/Marketing and Sponsorship

Under Armour To Include E39 Technology In Shirts For Tottenham Hotspur

Under Armour's new shirts for Tottenham Hotspur will include sensors
Under Armour "has confirmed that it is planning to include its 'E39' technology in the shirts" for EPL club Tottenham Hotspur, a system that is "comprised of sensors that send second-by-second updates on everything from a player's heart rate to core body temperature, breathing rate and acceleration," according to James Hurley of the London TELEGRAPH. Smartphones and laptops "receive the data so that coaching staff can monitor players' fitness and performance during training and matches." Under Armour also "wants to share the information with broadcasters," which would give fans "unprecedented access to players' athletic performance and even state of mind during key moments in a match." Under Armour Exec VP/Global Brand and President of Int'l Mark Dowley: "We can metrically tell you what is happening to the body of somebody kicking a penalty in front of 60,000 people. You can watch his heart rate as he waits to take the kick. For the first time you can see inside an athlete as they perform. It adds to the drama." Dowley said that he "believed that more Premier League teams will be interested in the technology once they see Tottenham employing it." Under Armour "launched the E39 shirt in Indianapolis at the NFL Scouting Combine last month," and the company "believes E39 could be used successfully in almost any televised sport." Under Armour is "planning to sell a retail version of the kit" (London TELEGRAPH, 3/13).

UNITED FRONT: Aon Global CMO Phil Clement appeared in a podcast for, where he discussed sponsoring the jersey for EPL club Manchester United. He said Aon was "looking to something very major in the marketing arena," something that would "unify the firm ... and amplify our brand globally." The deal is reportedly a four-year and $120M, and Clement noted it is "safe to say there was a lot of debate internally" as to whether to make the deal. Clement: "It turned out that the price tag for what we wanted to accomplish and what are mission was really the most efficient way to go about it" (, 3/14).
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