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Marketing and Sponsorship

Hawaii Hopes Australia Trip Serves As Pitch For New Apparel Deal With Under Armour

The Univ. of Hawaii this season is operating under a "temporary extension" of an eight-year deal with Under Armour that expired on June 30, but the school hopes it is a "portentous sign" that UA Dir of Marketing Brian Calabrese is part of the UH contingent in Australia for its football game against Cal tomorrow night, according to Ferd Lewis of the HONOLULU STAR-ADVERTISER. UA is a "diamond level sponsor of UH athletics," and sponsors at that level -- $150,000 or more annually -- are "permitted one UH-funded trip a year per contract." School officials have "declined to discuss their talks with Under Armour," but they hope to use the Australia trip to "demonstrate an improving football team on the field and the athletic department's growing reach off of it." The one-year extension was meant to "give the parties more time to talk and revisit the landscape," but there is "no assurance there will be a new contract or if it will remain the same or escalate." UH signed its current deal with UA shortly after its appearance in the '08 Sugar Bowl, but the school has "watched with some trepidation" while the apparel company has "reached mega deals with Power Five conference schools this spring," including Cal (HONOLULU STAR-ADVERTISER, 8/25).

EAGLE EYES: Georgia Southern yesterday announced a seven-year extension of its current deal with adidas that will last through the '23-24 season. The company will provide footwear, uniforms, apparel and accessories for all of GSU's 17 programs. The initial partnership between the two parties debuted in July '13 (GSU).

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