Under Armour has signed a deal to partner with Aston Villa F.C. through 2021.
Under the terms of the deal, the Baltimore-based activewear brand will create the team’s new home and away uniforms as well as its training wear. The uniforms will include the club’s new crest and a back neck label that calls out its core values: pride, passion, purpose. It will be made from Under Armour’s proprietary HeatGear material, weigh only 107 grams and have quick-drying technology along with the brand’s Moisture Transport System that wicks sweat away from the body. The fabric features four-way stretch and ventilation panels at key points where the body commonly releases heat.
The uniform will be worn by the team’s players for the first time in the opening Sky Bet Championship game against Sheffield on Aug. 7, as well as during its pre-season tour.
“We are proud to partner with such a prestigious club as Aston Villa F.C., and our new partnership with the Midlands Club marks the start of an exciting period for the both of us,” said Peter Murray, vice president of global sports marketing for Under Armour. “As we collectively strive towards future success for the club, we’re arming them to truly ‘Fight Like Lions’ on the journey ahead. We are confident and passionate about Aston Villa F.C. at an important time for the club.”
Keith Wyness, chief executive officer of Aston Villa F.C., said the long-term deal with an “innovative brand” such as Under Armour will serve the team well. “As a club, we share similar ambitions as Under Armour and will, therefore, be able to pull together to get us back to the top tier of English football, where we belong.”
As part of the deal, the club’s 2016-2017 home and away uniforms and training gear will be available to customers beginning today at Aston Villa Shops and the club’s official website. On Wednesday, it will be offered on Under Armour’s website and at select retailers in the U.S.