Northwestern Extended Under Armour Partnership
The university has signed a 10-year apparel deal covering 21 varsity programs through 2037.
Updated on Oct. 9, 2026 in Football
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Northwestern University has reached a new 10-year agreement with Under Armour to extend their apparel partnership. The deal covers all 21 varsity programs and introduces expanded marketing support and NIL opportunities.
Why it matters
The extension secures a long-term resource for the athletic department as it continues to invest in facilities and athlete branding. It reflects the school's commitment to competitive athletics as it develops its campus infrastructure.
The agreement covers 21 varsity programs over a 10-year period. This deal runs alongside ongoing university investments, including an $850 million stadium project supported by a $35 million gift from the Uihlein family.
The players
Northwestern University
This is a private research university located in Evanston that competes in the Big Ten Conference.
Under Armour
This is an American sports equipment company that manufactures footwear, sports, and casual apparel.
Uihlein family
This is a prominent family known for their significant philanthropic contributions to various educational and civic institutions.
The details
The partnership includes the development of new uniform designs and enhanced performance gear for student-athletes. Beyond apparel, the deal focuses on increasing retail reach and providing more robust marketing support for university teams.
Timeline
Northwestern first signed with Under Armour in 2011.
The new apparel deal expires in 2037.
Season Trajectory
This partnership aligns with the school's broader efforts to elevate its athletic profile during a period of massive campus facility investment. It signals a shift toward prioritizing high-end branding to remain competitive for top-tier talent in the Big Ten.
Fans will see updated uniform designs and branding across the 21 varsity programs starting in the coming seasons. The increased marketing support is designed to heighten the school's visibility as it enters a new era of infrastructure development.
The takeaway
Securing long-term apparel partners allows university athletic departments to stabilize their operational budgets and focus on facility growth. This type of deal highlights how schools use branding and marketing to compete in the current college sports environment.
Further reading
For more on the latest athletic developments, visit Football.
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