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SBD Global/July 17, 2012/Marketing and Sponsorship

Under Armour Unleashes 'Aggressive' Marketing Campaign In Europe

Under Armour is planning to use its sponsorship of EPL club Tottenham Hotspur "in an aggressive digital marketing drive this summer as part of a wider strategy to steal market share from Nike and adidas in the apparel category in Europe,” according to Sebastian Joseph of MARKETING WEEK. UA will “launch its biggest pan-European digital campaign later this summer including promotions on Facebook and Twitter.” The campaign, using the tag "New Battles, New Armour, Our technology for your challenges,” will feature Tottenham branding as well as players such as Michael Dawson. The company last week unveiled its first jerseys for Tottenham. This is UA’s “first major push into professional football, in a bid to build awareness for the brand, its products and its other sports sponsorships.” UA Senior VP/Global Sports Marketing Matt Mirchin said that the "aggressive digital push is necessary because the brand needs to expand quickly.” Joseph notes UA will “support the club’s tour to the U.S. this month with a CRM blitz to encourage its customers to become Tottenham Hotspur fans” (, 7/16).
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