Under Armour Will Become MLB’s Exclusive Uniform Provider

10-year partnership starts with the 2020 season

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Under Armour just scored a major marketing home run with the announcement that it will become the official uniform provider for Major League Baseball, starting in 2020. It's the first professional league uniform deal for the brand.

Through the 10-year deal, Under Armour's logo will appear on the front of MLB jerseys, as well as game-day outerwear and year-round training apparel for all 30 MLB teams. Sports licensing company Fanatics will get licensing rights to manage the manufacturing and distribution of Under Armour and Fanatics' jerseys and postseason apparel. Under Armour and Fanatics also will offer fan gear and apparel prior to the 2020 season.

Under Armour's partnerships with the league began in 2000, when it became an official base layer supplier, and the company introduced its first baseball cleat in 2006. Under Armour currently has several partnerships with MLB athletes, including Buster Posey, Clayton Kershaw, Bryce Harper, Eric Hosmer and Rick Porcello.

"This is a watershed moment for the Under Armour brand as this partnership with MLB and Fanatics furthers our collective dedication to bringing passion, energy and innovation to the game of baseball," said Kevin Plank, founder and CEO of Under Armour, in a statement. "Under Armour's goal is to engage and excite MLB's incredibly diverse fan base across America and around the world, and grow the game for the next generation of great athletes."

@ChristineBirkne christine.birkner@adweek.com Christine Birkner is a Chicago-based freelance writer who covers marketing and advertising.
Publish date: December 5, 2016 https://dev.adweek.com/brand-marketing/under-armour-will-become-mlbs-exclusive-uniform-provider-174951/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT