In December, a deal was finalized with the MLB making Under Armour jerseys the official on-field game wear. Additionally, Fanatics will oversee product licensing rights to manage and manufacture the merchandise. The new MLB Jersey contract is the first change in several years.
The deal will begin in the 2020 MLB season and will give Under Armour exclusive rights for a 10-year period. Through the agreement, they will provide all 30 MLB teams with all their on-field uniforms. This includes jerseys that will feature the company’s branding, as well as base layers, game-day outerwear gear, and other apparel.
Although financial details were not disclosed, Under Armour CEO Kevin Plank called the deal a “watershed moment for the brand” during an interview with Fortune Magazine.
Implications of the MLB Jersey Contract
And that’s exactly what Major League Baseball wants. Kids buying UA jerseys.
Despite their falling stock, there’s no doubt that Under Armour is most popular among children and millennials. As a millennial, I love Under Armour’s product, and while it may seem like just another manufacturer, the impact this could have on jersey sales is huge.
Even though Majestic and Russell are good brands, the logo recognition of Under Armour will do wonders for MLB jerseys.
Under Armour’s move an obvious measure to compete with not only the other brands but also to get its stake into the Big Four merchandise platform. Their clients already include the likes of Clayton Kershaw and Bryce Harper.
Because of the brand loyalty that exists for UA, this deal will spike MLB jersey sales and be a positive for the game. As a UA consumer, I am pumped about the new MLB Jersey Contract.