Under Armour has signed its third Big Ten Conference member – Wisconsin – to an all-teams outfitting deal valued at $96 million for the school over 10 years.
The University of Wisconsin joins fellow conference members Maryland and Northwestern in adopting the Baltimore performance apparel and footwear company's brand.
The deal will kick in when Wisconsin's contract with Adidas expires in July 2016.
The new contract is worth $96 million, plus licensed sales royalties of $4.5 million, according to Wisconsin's athletics department website.
Under Armour CEO Kevin Plank traveled to Madison, Wis., on Friday to announce the partnership with Wisconsin athletics director Barry Alvarez. The two posed inside Camp Randall Stadium with a red Wisconsin jersey bearing the Under Armour logo.
"Kevin Plank and his team have established a brand that fits perfectly with the Wisconsin athletics story and culture," Alvarez said in a written statement.
Maryland's other partners include Notre Dame, Auburn, Navy, Temple, Boston College and the University of South Carolina.
Another Big Ten school and current Adidas partner, Michigan, recently signed with Nike, effective in July 2016.
The Wisconsin win this week comes on the heels of a report on the Austin American-Statesmen's Hook'Em blog that Texas canceled a meeting with Under Armour in advance of re-upping its apparel deal with Nike. An SB Nation report suggested Under Armour offered as much as $150 million to sign Texas, but Nike likely had the right to match any rival's offer.