Under Armour and the Ravens turn sponsorship into a year-round retail and hospitality program

The useful part

Marketing / Retail Brand Building / Co-Marketing Campaigns Move over logos and stadium signage. Under Armour and the Baltimore Ravens are taking their hometown relationship into its next era. For Under Armour, the extension reflects how sports sponsorships have increasingly become broader consumer and retail platforms.

How it works

• We try to elevate and bring more of a premium touch to that." For now, Under Armour is keeping the collection exclusive to the stadium, partly because it wants to see how fans respond.
• "It's been more of a strategic partnership together versus transactional," Ryan Collins, Under Armour's senior director of sports marketing, told Retail Brew.
• Instead of releasing the products all at once, Under Armour is planning multiple drops throughout the season, allowing the product to shift alongside the weather and consumer demand.
• "I think a little bit more premium, a little bit more elevated products, some tastefully done products are becoming more in high demand," he said.
• Can Under Armour replicate its retail drops, hospitality, and community programming with other teams?

What to take from it

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Details worth keeping

The Baltimore-based athleticwear brand and NFL team recently extended their partnership for another 10 years, with plans that include an exclusive Ravens x Under Armour collection, an expanded hospitality presence at M&T Bank Stadium, and continued investment in youth football. "It used to be that something was just some signage that has turned into a much wider and more expansive relationship than before." One of the biggest additions is an exclusive collection sold at the team's Flock Shop at M&T Bank Stadium. "We feel like having different drops allows us some newness, some freshness, and matches that seasonality." Retail news that keeps industry pros in the know Retail Brew delivers the latest retail industry news and insights surrounding marketing, DTC, and e-commerce to keep leaders and decision-makers up to date.

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