Starting with the 2008/2009 season, US sports apparel manufacturer Under Armour will become the official kit supplier for the German football league club Hannover 96, Under Armour announced. The new partnership was brokered by Hannover's marketing partner SPORTFIVE.
Under Armour and Hannover 96 have signed a contract to cooperate through the 2010/11 season. This agreement includes all technical apparel and accessories for game day and training as well as numerous advertising assets inside Hannover's AWD Arena and promotional rights for Under Armour.
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Under Armour: UA is a brand of clothing headquartered in Baltimore, Maryland, designed for use in sports. It was originally created to be worn underneath uniforms (like baseball or basketball jerseys) or pads (like football, hockey or lacrosse shoulder pads), but now also manufactures clothes such as hooded sweatshirts, regular t-shirts, sweat pants, etc. Under Armour led the trend of form-fitting, moisture-wicking performance apparel which was soon imitated by Nike, with their Dri-FIT Pro line, and by Reebok, with their NFL Equipment line. In June of 2006.
"It is a great honour to be associated with one of football's most historic teams in Germany," said Peter Mahrer, President of Under Armour Europe. "We believe that our high-performance product line of apparel and accessories fits perfectly with the club's aspirations to reach the top level of the German Football League and to gain European acknowledgment."
"We are pleased that Under Armour has signed its first Bundesliga football kit suppliers' contract with Hannover 96. The contract is an expression of trust in the high quality of Under Armour's innovative products - as well as a sign of trust in Hannover 96's performance," said Martin Kind, CEO of Hannover 96 GmbH & Co. KGaA.
The new Hannover kit will be Under Armour's first kit for a European football team and will be available at the Hannover 96 arena shop as well as at sports retailers throughout Germany. The company has been creating moisture-wicking performance apparel for athletes in the US since 1996 and has been marketing its products in Germany since 2006. Under Armour is already a baselayer outfitter in German professional football, handball and ice hockey with existing relationships that include 1860 Munich, the German Icehockey Association, Adler Mannheim, TBV Lemgo and TV Großwallstadt. The brand markets its innovative, functional sports apparel to top athletes as well as to amateur sports enthusiasts. With its first professional football kit in Europe, the US market leader is taking its high-level performance gear to the next level - the outer layer - and intends to create the world's finest performance football kit. Under Armour's performance apparel is available throughout Germany in over 200 of the finest sporting good locations.
Christian Hochstätter, sport director of Hannover 96 commented, "It is exciting that we have found Under Armour, a reliable partner who equips us with first-class products. Having already used the products on-field, trainers and players have experienced the quality and technology of Under Armour and are extremely happy with this partnership."
"When a global player like Under Armour decides to sponsor the Bundesliga, it sends a great signal for German football in general and for Hannover 96 in particular," emphasised Björn Jäkel, Senior Director Team Hannover 96, SPORTFIVE GmbH & Co. KG. "Under Armour has a remarkable product range which will provide a clear benefit for Hannover 96 and its fans."
"This deal was worked on for several months and is budgeted within Under Armour's 12-13% annual global marketing spend," said Wayne Marino, Under Armour's Executive Vice President/Chief Financial Officer. "We see it as another authentic anchor point in the Brand's growth in Europe."
