New Strategy: Under Armour Signs Several Medium Players from Top Teams

Dec 20, 2024

by Chris

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Under Armour Sponsorship Strategy: Under Armour is signing medium-level players from top football teams rather than the top stars for endorsement deals.
New Footballer Signings: Under Armour has recently signed Ferran Torres, Fermin López, Ben White, and Sascha Boey to endorsement deals.
Rebuilding After Loss: Under Armour is rebuilding its football portfolio after losing Trent Alexander-Arnold by signing multiple players, including those mentioned above.

Under Armour is making waves in the football boot market with a series of new sponsorship deals. The latest, Ferran Torres of FC Barcelona, was announced today.

Under Armour Signs 4 New Footballers From Top Clubs, But It Is Not the Top Stars

The American brand Under Armour has signed Ferran Torres and Fermin López of FC Barcelona, Arsenal's Ben White, and Bayern Munich's Sascha Boey. These players are not the headline stars of their clubs but are more or less consistent performers for some of the world’s biggest teams.

Ferran Torres today finalized his contract with Under Armour after being spotted wearing the Shadow Elite 2.0 boots for months. Ben White, who previously wore Adidas, now sports the same model.

A Strategic Comeback for Under Armour

A year ago, Under Armour faced uncertainty in football after losing Trent Alexander-Arnold, its marquee ambassador, to Adidas. However, the brand has since rebuilt its portfolio, signing players like Tyrone Mings, Eddie Nketiah, Malick Thiaw, and Pedro Porro.

What do you think of Under Armour’s recent moves in football? Will it help the brand succeed in the football boot business? Let us know in the comments!