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England Int'l Eniola Aluko Becomes Under Armour's First British Female Athlete

Under Armour has signed its first female athlete in the U.K. after agreeing to terms with Eniola Aluko, "in a deal which the Chelsea and England international footballer hopes will cause other brands to take notice and follow suit," according to Tony Connelly of THE DRUM. The U.S. sports brand has "partnered with the 29 year-old in a multi-year deal," which was negotiated by MediaCom Head of Sport & Entertainment Misha Sher. Sher said, "We'll be working to leverage Eniola's profile through both her own social platforms and Under Armour to show what goes into her training and what makes her a successful athlete." Under Armour has been "forging its place in English football for a number of seasons now, but the deal with Aluko represents a significant step forward for the brand, not just in strengthening its presence" alongside the likes of adidas and Nike, but in helping to "elevate women’s football and the challenges which women still face in sport." Aluko said, "It's far more than a partnership. Performance, boots and technical apparel are a huge part of it, but for me it's about my passion of engaging with women and engaging the next generation of girls who might have problems with confidence and overcoming adversity" (THE DRUM, 8/24).

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