ATLANTA — Russell has signed an exclusive five-year partnership agreement with Pop Warner Little Scholars, Inc., the world’s largest non-profit youth football and cheerleading organization, naming Russell and Russell Athletic brands as the official uniform provider and official headwear and coaches’ apparel provider of Pop Warner.
The Spalding brand will continue as the official football of Pop Warner, and Bike will continue as the official protective football equipment provider. The brands are all part of Fruit of the Loom, a Berkshire-Hathaway, Inc. company.
The agreement begins this year and goes through 2012. Russell also retains the option to extend the agreement through 2013.
Russell will have the exclusive, worldwide rights to market and sell products bearing the Pop Warner logo or marks in all channels of distribution, including retail, online, catalog and institutional. Russell will also plan to develop a Pop Warner branded apparel line for Pop Warner Cheer and Dance participants by the end of 2009.
Pop Warner and Russell will work together to create unique and exclusive co-branded promotional programs to drive interest and participation in Pop Warner, including activation surrounding Russell’s sponsorship of the Arena Football League.
Pop Warner has more than 400,000 children in its organizations.