SBD/March 27, 2012/Marketing and Sponsorship

Under Armour Seeking Growth In Latin American Market With Individual, Team Deals

UA signing Latino athletes like Alvarez as its makes headway into Latin America
Latin America is “quickly turning into one of the hottest sports markets” and that is why Under Armour “is looking to increase its presence in that market by signing Latin American athletes and outfitting professional teams in the region,” according to Jack Lambert of the BALTIMORE BUSINESS JOURNAL. Under Armour VP & GM for the Americas Matt Shearer said that the company “is currently focused on four main countries in Latin American marketing -- Mexico, Venezuela, Argentina and Brazil.” UA announced March 12 that it had “signed Mexican boxer Saul ‘Canelo’ Alvarez to its roster of athlete endorsers.” Other Latin American athletes include Hornets G Greivis Vasquez, a native of Venezuela, and Mexican national soccer player Alfredo Talavera. Shearer said that the company’s “emphasis will be on individual training.” UA also will sponsor “some of the top teams in Latin America in order to increase the popularity of its brand in the region.” The brand currently sponsors Mexican Primera Division club Toluca and the Venezuelan men's national basketball team (BALTIMORE BUSINESS JOURNAL, 3/23).

GOING SLEDDING: In Baltimore, Candus Thomson wrote as part of its efforts “to expand beyond its base in traditional U.S. sports … and into overseas and niche markets,” UA has provided “sponsorship dollars and put its logo on athletes' clothing and equipment in a deal” with the U.S. Bobsled and Skeleton Federation that lasts through the’14 Sochi Games. UA Dir of Sports Marketing Tori Hanna said, “For us, it was taking a look at bobsled and the international possibilities ... as we're becoming more of a global brand.” She added bobsled may not be "mainstream and important in the U.S., but they're mainstream and important in Europe and other parts of the world." Thomson noted it is “a growth move for Under Armour.” The brand has also “added the Canadian snowboard team, the Polish bobsled team and the U.S. speed-skating squad.” Hanna said that “other announcements are coming” (Baltimore SUN, 3/25).

FOSTER THE PEOPLE: Under Armour announced Friday it has added Texans RB Arian Foster to its roster of athletes. As part of the multiyear deal, Foster will be featured in ’12 national marketing campaigns for the brand’s performance apparel, footwear and accessories (Under Armour).
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