Under Armour Signs Canadiens Goalie Carey Price To Multiyear Deal

Under Armour has signed an endorsement deal with Canadiens G Carey Price in which he will participate in a number of marketing initiatives for the company in Canada over the next year (Under Armour). Financial terms were not disclosed, but it is “multi-year deal and will involve both print and broadcast advertising in hockey markets worldwide” (GLOBEANDMAIL.com, 9/27). In Montreal, Pat Hickey reported Price will be the "focus of a campaign to boost the sale of Under Armour gear in Quebec.” UA Canada Dir of Marketing Corey Friesen said, “You’ll see him featured in our in-store promotions and elsewhere. … Carey is a natural fit to be our first goaltender with his agility and quickness.” Friesen added that UA is Canada’s “topselling athletic apparel, but added there’s room for growth in Quebec.” Other athletes endorsing the brand include Patriots QB Tom Brady, NFL Panthers QB Cam Newton, U.S. Gold Medal-winning swimmer Michael Phelps and UFC fighter Georges St-Pierre (Montreal GAZETTE, 9/28).