Menu
Download the app

SBJ subscribers – Enhance your experience with the revamped iOS app

Marketing and Sponsorship

Under Armour In Good Spot With Starting QBs In Super Bowl

Under Armour is planning to build an ice sculpture of Brady ahead of Sunday's gamegetty images

Both of the starting QBs in Super Bowl LII, the Patriots' Tom Brady and Eagles' Nick Foles, are Under Armour athletes, which is a first for the company, but "whether the exposure will actually generate buzz for Under Armour is a different question," according to Daniel Roberts of YAHOO FINANCE. UA "won’t have any in-game ad this Super Bowl, and hasn’t created any new television ads to promote either quarterback, but will rely mostly on social media promotion of both stars this week." Brady has been with UA since '10 and Foles has "worn the brand for years, but officially signed this past summer." Outside of its Brand House in Boston this week, UA also will "build an ice sculpture of Brady." Eagles fans are "likely unaware Foles has a relationship" with UA. But "touting its sponsorship" of both Super Bowl QBs is a "positive way to start the new year." Foles "speaks to the brand’s underdog image" and the company has "shared images of Foles on social with language fitting that tone" (FINANCE.YAHOO.com, 1/30).

BRADY'S WORLD: In Providence, Kevin McNamara notes Brady is "seemingly everywhere" recently, "pitching Under Armour gear, Beats By Dre head phones, Unreal Candy, even an MRI clinic." But Brady is also "selling a lifestyle, TB12," and last week launched his Facebook Watch series “Tom vs. Time.” The "timing to post a documentary about yourself during the run-up to your eighth Super Bowl is more than good." It is "easy to get sick and tired of a famous athlete or celebrity like Brady," but this is also an "unavoidable hazard of fame in today’s media age" (PROVIDENCE JOURNAL, 1/31). In Pennsylvania, David Jones writes of Brady's mini-series, "I'm not sure what the point is, other than some Under Armour product placement and positioning of Brady as a health and fitness guru when he finally hangs it up." Jones: "I still don't know any aspect of the 40-year-old Brady outside of football that is remotely interesting and I'm not certain there is anything" (PENNLIVE.com, 1/30).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

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/2018/01/31/Marketing-and-Sponsorship/Under-Armour.aspx

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

https://www.sportsbusinessjournal.com/Daily/Issues/2018/01/31/Marketing-and-Sponsorship/Under-Armour.aspx

CLOSE