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” (MARKETINGWEEK.co.uk, 7/16).
