Utah Utes Set to End Partnership with Under Armour in 2027, Exploring New Apparel Deal

The University of Utah's partnership with Under Armour is set to expire in June 2027, marking the end of a 10-year, $65 million contract. The news was first reported by Ben Portnoy of Sports Business Journal. A spokesperson for Utah Athletics and Under Armour issued separate statements confirming the upcoming split. The Utes have enjoyed significant success across their athletic department during the partnership, while Under Armour has struggled in recent years. The brand lost Stephen Curry in November 2024, and has gradually ceded territory in college athletics over the past few years. With Utah slated to hit the market next summer, fans can expect a deal with their next partner to be announced well in advance. The Utes are likely looking for a larger deal that will create uniformity across all sports. There are only three legitimate options for the next apparel sponsor: Jordan Brand, Nike, and Adidas. Jordan Brand has partnerships with only 11 college programs, most of which are exclusive to football and basketball. Moreover, Jumpman only represents two Big 12 schools - the Cincinnati Bearcats and Houston Cougars - and that is only in basketball. It seems unlikely that Jordan Brand partners with a third Big 12 school. Nike represents most of the schools in the Big 12 (and the NCAA). It would be easy for the iconic American sportswear brand to partner with Utah once again. The two parties have a shared history, and it would be a mutually beneficial partnership. However, Utah's rival, the BYU Cougars, is a Nike school. That leads us to what we think is the most likely outcome. Adidas makes the most sense for the next apparel sponsor of Utah Athletics. The German company already represents three Big-12 schools: Arizona State Sun Devils, Kansas Jayhawks, and Texas Tech Red Raiders. Adidas could try to solidify its foothold in the Southwestern region of the United States with another big partnership. It would be a great match, but the only downside is that adidas just signed the Penn State Nittany Lions and Tennessee Volunteers to massive new contracts. The timing could be inopportune for Utah. The University of Utah is expected to announce a new apparel partnership in the coming months, and fans are eagerly awaiting the news. The Utes are looking for a deal that will create uniformity across all sports, and there are only three legitimate options on the table. The next apparel sponsor will play a crucial role in shaping the future of Utah Athletics, and fans are excited to see what the future holds.