After a stable relationship with adidas, which has seen a duration since the beginning of the 21st century, the Wisconsin Badgers will substitute their three stripes for the eclipsing “U” and “A” of Under Armour.
It is a surprising change in direction for the Big Ten, with Maryland and Northwestern also joining Under Armour this season. Wisconsin leaves adidas after the current contract expires next summer.
Under the current five-year deal with adidas, Wisconsin was only promised $750,000, but Under Armour upped the ante and will shell out $4 million per year to the university.
In terms of an annual licensing loyalty, adidas supplied the Badgers with $100,000 per year, whereas Under Armour raised that total to $450,000.
It’s very visible why Wisconsin decided to call it quits with adidas, whose newer collegiate clients include Miami (FL) and Arizona State.
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