Under Armour, seeking to deepen its presence in college basketball as a new season opens, is partnering with FOX Sports on a doubleheader at New York's Madison Square Garden.
The Dec. 12 "Under Armour Reunion" features four men’s teams all outfitted by Under Armour – Auburn versus Boston College and Seton Hall against South Carolina.
The Baltimore brand has deals with 55 Division I men’s basketball programs and 50 Division I women’s programs. Besides the four schools competing in the doubleheader, other Under Armour programs include Maryland, Notre Dame, St. Johns and Utah. UCLA, Cal and Yale join next season.
While Under Armour has made strides, Nike and its Jordan brand still command the bulk of the U.S. footwear market
FOX Sports broadcasts Big East and Pac-12 games, and several early-season tournaments, including the Under Armour Reunion and Gavitt Tipoff Games between Big East and Big Ten schools.