Georgia Tech Signs Lucrative Deal with Under Armour, Ending Adidas Partnership

What's Happening?

Georgia Tech has announced a new apparel contract with Under Armour, set to commence next year. This 10-year agreement will significantly increase the financial benefits for Georgia Tech, providing six times the average annual revenue compared to their current deal with Adidas. The partnership will officially begin on July 1, 2026. Georgia Tech joins other major athletic programs like Notre Dame and Wisconsin in partnering with Under Armour. The relationship between Georgia Tech and Under Armour dates back to 1996, when Georgia Tech's athletics department was the first in the NCAA to purchase Under Armour products.

Why It's Important?

This new contract represents a substantial financial boost for Georgia Tech's athletic department, potentially enhancing their ability to invest in facilities, recruitment, and overall program development. The increased revenue from the Under Armour deal could help Georgia Tech remain competitive in collegiate athletics, particularly in the ACC. The partnership also reflects Under Armour's strategy to align with prominent athletic programs, which could enhance their brand visibility and market share in the sports apparel industry. For Georgia Tech, this deal could lead to improved performance and success across various sports, benefiting athletes and the university community.

What's Next?

As the partnership with Under Armour begins, Georgia Tech will likely focus on leveraging the increased financial resources to strengthen their athletic programs. This could involve upgrading facilities, enhancing training programs, and attracting top talent. The transition from Adidas to Under Armour will also involve logistical changes, such as new uniforms and merchandise. Georgia Tech's performance in upcoming seasons, particularly in football and basketball, will be closely watched to assess the impact of this new partnership. The success of this deal could influence other universities considering similar partnerships with major apparel brands.