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SBD/January 22, 2014/Marketing and Sponsorship
Sources: Notre Dame, Under Armour Deal Worth Nearly $90M Over 10 Years
Published January 22, 2014
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HEART OF GOLD: CSNCHICAGO.com's JJ Stankevitz wrote the deal is "another part of the modernization plan to keep Notre Dame competitive while retaining its storied history." For Notre Dame, the deal with UA is "positioned as a win-win: It allows the school to stay true to its past while also modernizing its 26 varsity athletic teams." But for UA, having Notre Dame "on its ledger is a massive win as it continues to take a greater piece of the market away from Nike, adidas and the like" (CSNCHICAGO.com, 1/21). CBS Sports Network's Tony Luftman said, “Notre Dame is at the top of the heap in terms of name recognition. Under Armour is on the rise. You give a company like Under Armour that’s cutting-edge in terms of technology and apparel that kind of brand to work with, this is an unbelievable match” ("Lead Off," CBS Sports Network, 1/21). The SOUTH BEND TRIBUNE's Allen wrote Notre Dame's "committed fan base likely will provide a larger marketing platform" for UA (SOUTHBENDTRIBUNE.com, 1/21). Plank said, "The one thing that keeps overwhelming me is that there are so many Notre Dame fans, so it's our job to access them and tap into them beyond just the alumni base. ... There are a billion Catholics in the world as well." He added, "It's a cool deal and something I think is a big watershed moment for our company too, and something 17 years in the making" ("Fast Money Halftime Report," CNBC, 1/21).