With Under Armour out, Notre Dame brand hits the open market

A new apparel deal could be on the way for the Notre Dame Fighting Irish, as everything is on the table.

With their ten-year contract with Under Armour coming to an end, Notre Dame is looking at all potential options, according to Ross Dellenger of Sports Illustrated. On Thursday, he reported that the Fighting Irish’s apparel rights are about to hit the open market.

“Notre Dame may be in the market for a new apparel deal,” wrote Dellenger. “The Irish’s exclusive negotiating window with current apparel sponsor Under Armour has expired, sources tell Sports Illustrated, thrusting arguably college football’s most valuable brand into the open market.”

Additionally, while Delleger is reporting that Under Armour is still a potential suitor for the rights, it’s Notre Dame, of course other brands like Adidas and Nike will come calling as opportunity knocks.

“Notre Dame’s 10-year contract with Under Armour, believed to be worth $90 million, ends after next season,” added Dellenger. “UA replaced Adidas as Notre Dame’s apparel outfit in 2014 in what was at the time believed to be the most lucrative apparel contract in college athletics history. 

“While Under Armour remains a potential suitor, the Irish’s cache is expected to draw bids from other high-profile apparel companies such as Nike and Adidas—the two largest apparel sponsors in the college game.”

While Under Armour represents other schools as well, like the Auburn Tigers and Wisconsin Badgers, Notre Dame has been their big fish over the last couple of seasons. If the company loses the Fighting Irish, it could be a big blow to their bottom line, as well as their brand.

Continuing, Dellenger explained how much dough apparel deals generate for programs, and what’s unique about Notre Dame’s deal with Under Armour.

“Apparel deals are revenue-generating giants for some of the most elite college athletic departments. In normal cases, apparel companies pay an annual licensing fee ranging from $5-10 million for some of the powerhouses in college football and men’s basketball,” wrote Dellenger. “In some deals, the school receives a cut of royalties from merchandise sales (usually 10-15%), and most agreements require the company to outfit that school’s athletic teams with $2-3 million in gear each year.

“Others, like the Notre Dame-UA deal, include stock as part of the payment to the school. UA’s stock has dropped considerably, from $27 in 2019 to $7.71 today.”

Alas, time will tell if Under Armour steps up to the plate once again, or if a brand like Nike or Adidas makes their move for the Notre Dame Fighting Irish.