Done Deal: Joe Burrow Announces $654 Million Deal with Under Armour to Become Their New Brand Ambassador for 5 Years
Cincinnati Bengals quarterback Joe Burrow has signed a groundbreaking deal with global sportswear giant Under Armour, making him the brand’s newest and highest-profile ambassador. The deal, reportedly worth $654 million, is one of the most lucrative endorsement agreements ever signed by an athlete and ensures that Burrow will represent Under Armour for the next five years.
This partnership marks a significant milestone not just for Burrow, but also for Under Armour as the company continues to grow its presence in the sports and lifestyle sectors. Burrow, widely regarded as one of the NFL’s most marketable and charismatic stars, is the perfect choice for a brand looking to expand its footprint both in the athletic and lifestyle markets.
The Terms of the Deal
According to sources close to the negotiation, the deal between Joe Burrow and Under Armour is a five-year partnership worth $654 million, making it one of the richest individual endorsement deals in sports history. This massive contract includes a mix of cash and equity, as well as performance-based bonuses tied to Burrow’s on-field success and brand visibility. In addition to his role as a brand ambassador, Burrow will also collaborate with Under Armour on designing a line of signature products tailored to his needs and preferences.
This collaboration is seen as an effort by Under Armour to compete more aggressively with other sportswear giants like Nike and Adidas, which have long dominated the endorsement market. Burrow’s growing status as one of the NFL’s most popular and influential players makes him a natural fit for Under Armour, who are eager to harness his star power to boost their marketing efforts.
Burrow’s New Role with Under Armour
As the face of Under Armour for the next five years, Burrow will represent the brand in numerous marketing campaigns, including television ads, social media promotions, and live events. The deal also includes a commitment to have Burrow wear Under Armour’s apparel and footwear both on and off the field. Under Armour is expected to launch a new line of products with Burrow’s input, designed for maximum performance and style.
Burrow will also play a significant role in Under Armour’s community outreach initiatives, aiming to promote youth sports, fitness, and education. Known for his humility and strong leadership, Burrow’s influence off the field aligns with Under Armour’s mission to inspire athletes of all ages to achieve their potential.
The partnership will also see Burrow participating in the development of new technologies for performance gear. His input will help Under Armour create more comfortable and durable gear tailored to the needs of elite athletes, particularly quarterbacks. There’s also talk of a potential “Joe Burrow” signature collection, which will feature both athletic and lifestyle wear aimed at casual consumers and sports enthusiasts alike.
Why This Deal is a Game-Changer
The $654 million deal is a game-changer not just for Burrow but for the entire sports marketing industry. With the NFL becoming increasingly influential globally, having a star like Burrow, who is as marketable off the field as he is on it, is a win for Under Armour. Burrow’s easygoing yet competitive personality, combined with his on-field success, make him a perfect ambassador for a brand that champions the hardworking and determined athlete.
Under Armour has been making moves in recent years to expand its influence in the sports apparel industry, and landing Burrow is a significant leap forward in its quest to compete with rivals like Nike and Adidas. This deal demonstrates the growing importance of athlete endorsements in today’s marketplace, with sports stars becoming more than just players—they are now powerful global influencers.
Burrow’s Growing Brand
This announcement is just the latest in a series of high-profile endorsement deals that have solidified Burrow’s status as a marketable superstar. Over the past few years, Burrow has also inked deals with several prominent brands, including sports nutrition companies, auto manufacturers, and luxury goods. His likable persona, combined with his meteoric rise in the NFL, has made him one of the most sought-after athletes in terms of partnerships.
Burrow’s deal with Under Armour also highlights the evolving nature of athlete endorsements. In the past, endorsements were often about simply putting a logo on a product. However, deals like this one signify a more holistic partnership, with the athlete taking a hands-on role in product development and brand messaging.
Looking Ahead
With the Under Armour deal now finalized, Burrow is set to continue his rise as both a football star and a global brand ambassador. The five-year contract ensures that he will remain an influential figure both on and off the field for years to come, making him one of the most visible athletes in the world.
As for Under Armour, the deal represents a major coup in their bid to expand their market share and appeal to a younger, more dynamic audience. With Burrow leading the charge, the brand is primed for a new era of success. For Burrow, it’s yet another step in cementing his legacy as not just one of the NFL’s best quarterbacks, but as a global icon in the world of sports and business.
