By Mark Baber
April 15 – Southampton FC has agreed a 7-year partnership with US-based global sports brand Under Armour which will come into effect on July 1. No figure was announced for the deal.
Southampton chairman Ralph Krueger commented on the new deal saying: “It’s an historic step for the club,” adding that the deal marked a “partnership built on a common culture, on a hunger every day to improve and to find new levels.”
According to Southampton, the partnership is based on six “key pledges” which take the deal “beyond just an ordinary kit deal,” and which formed the basis of a joint presentation by Murray and Krueger. The pledges include to:
1. Relentlessly innovate and create revolutionary product enabling our first team to perform at the highest level.
2. Continue to develop the next generation of academy talent and empower them with over 5,000 pairs of cutting edge footwear over the next 7 years.
3. Work with the Saints Foundation and kit out 5,000 children in the local community.
4. Develop the women’s and girl’s game through our shared expertise and knowledge.
5. Realise our global ambitions by spreading the benefits of sport and healthy living through technology and activations.
6. Together we commit to having fans and innovation at the heart of everything we do.”
Krueger was keen to emphasise that this deal is much more than just a sponsorship deal but represents an important step for the club in its declared mission to align with partners who can help the club grow.
The deal marks a major coup for the fast growing Under Armour, which takes over at Southampton from Adidas making them their second Premier League alongside Tottenham Hotspur. Under Armour has also signed partnerships with Liga MX sides Cruz Azul and Toluca, Chilean first division club Colo-Colo, Brasileiro side São Paulo, Dutch club AZ Alkmaar and fashionable Bundesliga 2 side FC St. Pauli.
Under Armour’s Vice President of Global Sports Marketing Peter Murray said: “We are really excited to be partnering with the Southampton football club, an immensely successful team in the Premier League and a unique philosophy which aligns with Under Armour’s core values.”
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