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Under Armour partners with Southampton FC

Under Armour signs Southampton FC

When the Saints go marching in for next season's English Premier League, they'll be wearing Under Armour.

Increasing its presence at the top level of global soccer, Under Armour has inked a seven-year apparel and sponsorship deal with English Premier League club Southampton FC.

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The deal with Southampton, known as the Saints and currently 7th in the 20-team league, starts July 1 and runs through 2023.

Southampton joins Tottenham Hotspur FC as the only other Under Armour-sponsored club. Tottenham are currently in second place, chasing surprise leader Leicester City FC as the season winds down.

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The Baltimore-based sports apparel brand has been making inroads in soccer around the world and in the United States. It recently agreed to an outfitting deal with the New York Cosmos, the NASL team for which Pele once played.

It also designs uniforms for other foreign clubs, including São Paulo FC in Brazil, Colo-Colo in Chile and Cruz Azul in Mexico. And it sponsors individual players, including Memphis Depay of Manchester United, Granit Xhaka of Borussia Mönchengladbach and 2015 FIFA Women's World Cup winners Lauren Holiday and Kelley O'Hara.

For the Saints, Under Armour has committed to provide new home and away uniforms and more 5,000 pairs of footwear as well as support the club's development of the game with women and children.

“Under Armour shares similar values to us in that they achieve success through a combination of hard work and strategic thinking," said Saints chairman Ralph Krueger in a statement.
 
Sounding a familiar Under Armour theme, Krueger continued: “Our challenge now is to retain our ‘underdog’ mentality whilst entering a sustained period of success.”

 

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