Menu
Marketing and Sponsorship

Louisville's Five-Year, $39M Adidas Extension Marks Third-Largest In College Sports

The Univ. of Louisville has extended its apparel deal with adidas for five years and $39M, making it the "third-largest-known agreement of its kind in college sports," according to Jeffrey Greer of the Louisville COURIER-JOURNAL. UL ranks behind only Notre Dame's $9M annual deal with Under Armour and Michigan's deal with adidas, which brings in $8.2M per year. The agreement will "consist of uniforms, footwear and accessories" for UL's 23 sports programs, as well as "investments in advertising, equipment room expansion and digital and video technology." UL and adidas also will create "scholarships and an internship program" for 20-23 students working in "marketing, branding and other areas in the athletic department." A projected $7.7M in cash is part of the deal. The UL football team will have "five different adidas uniform options" (Louisville COURIER-JOURNAL, 4/18). UL Associate AD/External Relations Brent Seebohm said that the school "negotiated with Adidas for more than eight months." Seebohm earlier in the year had indicated that UL's move to the ACC beginning with the '14-15 school year and the "recent success of its athletics programs" had put the university in a "good bargaining position for a better deal" (BIZJOURNALS.com, 4/17).

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Daily/Issues/2014/04/18/Marketing-and-Sponsorship/Louisville.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Daily/Issues/2014/04/18/Marketing-and-Sponsorship/Louisville.aspx

CLOSE