In a move that is set to redefine the landscape of Major League Baseball (MLB) apparel, Under Armour (NYSE: UA, UA.C) has stepped up to the plate as the official uniform provider. This landmark 10-year partnership, announced on December 5, 2016, also ropes in Fanatics, a global leader in licensed sports merchandise, creating a dynamic trio focused on enhancing the experience for both players and fans. This agreement marks Under Armour’s first foray as an official uniform supplier for a professional league, signaling a significant milestone for the performance brand.
Starting from the 2020 MLB season, baseball fans will witness Under Armour branding prominently displayed across all on-field uniforms. This includes jerseys, base layers, outerwear for game days, and training apparel worn year-round by all 30 MLB clubs. Fanatics will play a crucial role by managing the manufacturing and distribution of Under Armour and Fanatics branded fan gear. This means fans will have access to a wide array of merchandise, including retail jerseys, customizable name and number products, and apparel celebrating postseason moments. Anticipation is already building as Under Armour and Fanatics gear up to launch a new line of fan apparel and accessories before the 2020 season commences.
This partnership is built upon Under Armour’s core mission: to empower athletes through passion, design, and relentless innovation. This commitment will be evident in every facet of the collaboration. Beyond providing cutting-edge Under Armour Baseball Uniforms, the brand is set to integrate its Connected Fitness technology with MLB teams. This initiative will equip players with state-of-the-art tools and data-driven insights designed to optimize and elevate their performance.
Kevin Plank, Founder and CEO of Under Armour, emphasized the brand’s enthusiasm for this new chapter, stating, “Under Armour is proud of our long-standing relationship with MLB and we look forward to this exciting next chapter. This is a watershed moment for the Under Armour brand as this partnership with MLB and Fanatics furthers our collective dedication to bringing passion, energy and innovation to the game of baseball. Under Armour’s goal is to engage and excite MLB’s incredibly diverse fan-base across America and around the world, and grow the game for the next generation of great athletes.”
The global appeal of baseball is undeniable, fueled by the sport’s inherent drama and excitement, exemplified by thrilling MLB postseasons and historic World Series events. By aligning a time-honored institution like MLB with a forward-thinking sports brand like Under Armour and the merchandising expertise of Fanatics, this partnership is strategically positioned to expand fan engagement through technological innovation and enhanced access points to the game.
Commissioner Robert D. Manfred, Jr. highlighted the synergistic nature of the partnership: “We are excited to build on our partnership with Under Armour, a powerful global brand that continues to grow exponentially, and Fanatics, an industry leader in sports licensing. Under Armour’s marketing ability and brand status are a perfect fit to showcase our players and provide an even stronger connection between our game and its young fans and players. We appreciate Majestic’s many contributions to our clubs, players and fans throughout our partnership.”
Michael Rubin, executive chairman of Fanatics, underscored the innovative approach of this collaboration. “This partnership epitomizes our next-generation model which brings much-needed agility to the industry, enhancing both assortment and speed-to-market of MLB merchandise for teams, fans and retailers. Both Fanatics and Under Armour get to do what each does best, while joining forces with an innovative and tech-savvy league to help grow the game of baseball through a pioneering new business model better suited to today’s digital economy.”
Under Armour’s history with MLB extends back to 2000, initially as an official baselayer supplier. Their presence on the field grew with the introduction of their first baseball cleat collection in 2006, and they solidified their position as the official performance footwear partner of MLB in 2011. Currently, Under Armour boasts partnerships with over 400 individual athletes across major and minor leagues, including prominent names like Buster Posey, Clayton Kershaw, Bryce Harper, Eric Hosmer, and Rick Porcello. Fanatics also brings a wealth of experience to the table, having partnered with MLB since 2002. This historic partnership officially launched at the start of the 2020 MLB season, ushering in a new era for Under Armour baseball uniforms and MLB fan merchandise.
About Under Armour, Inc.
Under Armour (NYSE: UA, UA.C) revolutionized athletic apparel as the originator of performance footwear, apparel, and equipment. Their mission is to make all athletes better through innovative products available worldwide. The Under Armour Connected Fitness™ platform, encompassing UA Record, MapMyFitness, Endomondo, and MyFitnessPal, stands as the world’s largest digital health and fitness community. Headquartered in Baltimore, Maryland, Under Armour continues to push the boundaries of sports performance. For more information, visit www.uabiz.com.
About Fanatics
Fanatics is the global leader in officially licensed sports merchandise. A top 50 Internet Retailer, Fanatics offers an extensive online selection through Fanatics, FansEdge, and Kitbag, alongside a vast collection of sports collectibles via Fanatics Authentic. Operating over 300 online and offline stores, Fanatics manages e-commerce for major sports leagues (MLB, MLS, NASCAR, NBA, NFL, NHL, PGA), media brands (NBC Sports, CBS Sports, FOX Sports), and over 200 collegiate and professional teams, including global soccer giants. Fanatics Branded, their in-house merchandise division, creates unique fan apparel. Their retail presence extends to venues and events like the NBA, NHL, MLB, NASCAR, Kentucky Derby, and more, providing a seamless shopping experience across platforms.
About MLB
Major League Baseball (MLB) is the oldest professional sports league in the U.S., comprising 30 clubs across the U.S. and Canada. As North America’s most attended sport, MLB has consistently surpassed 73 million attendees per regular season since 2004. Under Commissioner Robert D. Manfred, Jr., MLB enjoys labor peace, competitive balance, and record revenues, alongside a comprehensive drug-testing program. MLB is dedicated to community impact and global growth, leveraging MLB Advanced Media and MLB Network to enhance fan access to the game. For more information, visit www.MLB.com.
