Sponsorships important to Under Armour

Part of Under Armour's marketing strategy is strategic sponsorships. Sponsorships, whether sports-oriented or charitable, show Under Armour’s dedication to community involvement. Under Armour sponsors events across the sports spectrum from football to running to lacrosse. Event sponsorships include ESPY Awards Show, Winter X Games, 2009 NFL Scouting Combine, College Football All Star Challenge, Baltimore Marathon, and All-American Lacrosse Classic. Under Armour created the “Power in Pink” campaign to raise funds for breast cancer research. They also sponsor several other community organizations including: The Ronald McDonald House, The V Foundation, Conservation Fund, The Rock Foundation, Boomer Esiason Foundation, and Living Classrooms Foundation. These sponsorships increase brand awareness while enhancing brand equity and help maintain a high quality brand image. The exposure received by sponsorships and product placements has been irreplaceable for the directly related growth that has been seen by Under Armour in the past 13 years. See the link below to be directed to UA's web page dedicated to sponsorships: http://www.uabiz.com/company/community_sponsorships.cfm