UA Instead Of Nike Signed 10 Years Contract With American Universities

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Instead of Nike, University of California at Berkeley signed a 10 year contract with the University of California at Berkeley to pay $3 million 500 thousand a year.

Starting from this summer July 1st, the footwear of the American sports strong school student athlete,

Sports equipment will be provided by Under Armour, and the company will also provide internship opportunities and product discounts for school graduates.

Under Armour's CEO Kevin Plank says UA hopes to become a partner in all fields of fitness, health, charity and professional sports in universities.

In the strong sports atmosphere of the United States, University sponsorship has always been

For a regular expenditure, Under Armour entered Auburn University for the first time in 2006 years, and this contract will be the thirty-fourth sponsorship agreement signed by them.

Previously, we have reported that IMG, a Sports Institute sponsored by Under Armour, has become the best place for brands to do market research.

In the 2014-2015 season, the total amount of sports sponsorship in American universities was up to US $1 billion 100 million, an increase of 6% over the same period last year.

According to ESPN's report, Nike sold 200 dollars worth of products and $150 thousand cash to University of California at Berkeley in the 2016-2017 season.

The value of the new contract sponsorship is increasing. UA will pay nearly $86 million in cash and products, including $3 million 500 thousand cash and $4 million 760 thousand a year, and a total stipend of $3 million.

At the same time, Nike has recently announced a massive high-level personnel change.

Michael Spillane, vice president and general manager of the footwear company, will now serve as a strategic consultant, reporting directly to CEO Mark Parker; and Christiana Shi, who has led the company's DTC (Direct to Consumer) business growth to retire, is the vice president of the company, which may mean a further strengthening of the women's product line in the store.

In addition, the company's chief marketing officer will soon be pferred to Nike group's CONVERSE as CEO, and the former vice president of Nike global brand creative experience will take over as chief marketing officer.

There are signs that Nike will emphasize more about consumer experience in the future.