Under Armour Inc. has signed a deal with the National Football League to be its official provider of footwear and gloves, reconnecting the athletic brand with the most popular US pro sport after a five-year hiatus.

As part of the multiyear agreement, Under Armour will get rights to include its logos on the shoes and gloves that the players wear during games, the company announced on Tuesday. Financial terms weren’t disclosed.

NFL licensing deals are highly coveted by the big sportswear brands. Nike chief executive officer Elliott Hill prioritised a long-term extension through 2038 to produce the on-field uniforms for the NFL immediately after taking the job in October.

Under Armour’s previous licensing agreement with the NFL ended in 2020 amid a restructuring and cost-cutting push at the sportswear maker. The company has rebounded since then under founder Kevin Plank, who returned to the CEO role about a year ago to lead the turnaround.

During Under Armour’s period without having an NFL deal, its endorsers, such as Minnesota Vikings star wide receiver Justin Jefferson, were permitted to wear the brand’s products, but couldn’t show the brand’s logo.

Through the new arrangement, the brand will also be able to access the NFL’s media platforms and distribution channels.

By Kim Bhasin

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Plank, who retook the chief executive role in April after stepping aside in 2019, is overhauling Under Armour’s operating model and realigning its supply chain processes in search of cost savings.