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SBD/March 27, 2012/Marketing and Sponsorship
Under Armour Seeking Growth In Latin American Market With Individual, Team Deals
Published March 27, 2012
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).