SEC teams may be the most dominant in the nation, but UCLA is apparently the most lucrative.
On Tuesday, the Bruins will announce a 15-year deal with Under Armour — worth $280 million — according to a report from ESPN’s Darren Rovell.
That deal would be the largest in college football history, and dwarf any deal the sports apparel company has with its two SEC partners, South Carolina and Auburn.
South Carolina signed a 10-year, $71.5 million deal in February set to run through June 2025. Last October, Auburn signed a nine-year extension with Under Armour — which had partnered with the Tigers since 2006 — to run through June 2025. That deal, the largest in the SEC, is worth $78.1 million, plus an additional $4.5 million in royalties and $675,000 in marketing.
Ohio State’s 15-year, $252 million deal with Nike is the next-largest deal in college football. Texas also has a 15-year, $250 million deal, signed in October, while Michigan has an 11-year deal that could be worth up to $173.8 million. It also has a four-year option.
Here’s a comparison of what the schools would be paid annually. With UCLA’s new deal, Under Armour would be part of two of the five most lucrative apparel deals in college football (with Notre Dame coming in at No. 5).
If the numbers hold true, recent contracts per year (in millions):
UCLA — 18.6
OSU — 16.8
Texas — 16.6
Mich — 11.5
ND — 9 or 10
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While Under Armour has been more aggressive with its college deals in recent years, it doesn’t appear it will take over as the apparel provider in the SEC.
Nike still sponsors 10 SEC teams, while Under Armour and Adidas (Texas A&M and Mississippi State) have two apiece.
Under Armour is still outpaced by its competitors nationally, as well. Nike and Adidas have deals with 91 and 86 collegiate teams, respectively, while Under Armour still only has 39 to its name. It also has the smallest market cap ($15.8 billion) among Adidas ($24 billion) and Nike ($94.2 billion).