Under Armour Gets Premier League Presence With Tottenham Apparel Contract

Under Armour Inc. (UA) will provide jerseys and other team apparel to Tottenham Hotspur, giving the U.S. sportswear maker its first contract with a club in soccer’s richest league.

“This allows us to create a media vehicle in a market where we are under-penetrated,” Mark Dowley, Under Armour’s executive vice president, global brand and president of international, said today in an interview in London.

The Baltimore-based company, which exceeded $1 billion in annual sales for the first time last year, said it will take over from the English Premier League team’s current supplier, Puma AG, at the start of the 2012-13 season.

Terms of the five-year deal weren’t disclosed. Puma, Europe’s second-largest sporting-goods maker, signed a contract extension last year.

Tottenham, which has Wales national team member Gareth Bale and Dutch World Cup player Rafael van der Vaart in its squad, qualified for the Champions League for the first time after finishing fourth in England’s top division last season. It plays Italian league leader AC Milan in the second match of their round-of-16 encounter tomorrow after a 1-0 win in Italy on Feb. 15.

The north London club had been “at the top of our play book,” Dowley said. Under Armour is looking to sign more deals with soccer clubs in the Premier League as well as in the rest of Europe, he added.

“They are an extremely ambitious brand with global aspirations, making them ideal partners for Tottenham Hotspur,” Daniel Levy, Tottenham’s chairman, said in a statement on the club’s website.

Under Armour has been expanding agreements with sports teams and athletes in recent years to increase its market share outside the U.S. As well as having deals with New England Patriots quarterback Tom Brady and Olympic downhill champion Lindsey Vonn to market its cotton performance sportswear, it provides apparel for the Wales rugby union team.

To contact the reporters on this story: Tariq Panja in London at tpanja@bloomberg.net; Danielle Rossingh in London at drossingh@bloomberg.net

To contact the editor responsible for this story: Chris Elser at celser@bloomberg.net

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