Friday October 9th, 2015

The University of Wisconsin formally announced its 10-year deal with Under Armour on Friday.

The deal, which is worth more than $100 million over 10 years, signals the end of the university’s partnership with Adidas, which had been Wisconsin’s outfitter since 2001.

“Our brand is very important,” Wisconsin Director of Athletics Barry Alvarez said. “We took 25 years to build this brand and I think we have a very valuable brand.”

At $10 million per year, Wisconsin’s deal ranks among the most lucrative of the 14 schools Under Armour has partnered with.

“It wasn’t one thing,” Alvarez said. “It wasn’t just the contract itself. It wasn’t just their creativity. It wasn’t just their marketing. It wasn’t just their product. It wasn’t the grassroots programs that they have. It was all of those things.”

Wisconsin’s deal with Under Armour will officially go into effect when its contract with Adidas expires on June 30, 2016.

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