According to reports, Notre Dame and Under Armour have negotiated a new $100 million license agreement. This is supposedly the largest clothing collaboration in collegiate athletics.

According to Ross Dellenger of Yahoo Sports, UA’s new 10-year contract with the Irish is “expected to be worth more than $10 million annually in cash and gear.” Adidas held the position as Notre Dame’s apparel partner until 2014, when Under Armour took over with an estimated $90 million deal—at the time thought to be the biggest in college sports.

In the last year of their previous 10-year contract with Under Armour, Notre Dame had the Fighting Irish’s apparel rights available this spring. In the end, the company prevailed against Adidas and Nike in a “bidding war” to keep the agreement. Other universities that have clothing agreements of $8–10 million annually include Ohio State (Nike), Michigan (Nike), Texas (Nike), Kansas (Adidas), and Louisville (Adidas).

Notre Dame is able to remain independent without joining a college football conference because it is one of the most valued brands in collegiate sports. When the university’s existing media deal with NBC expires after the 2024 season, it hopes to raise its football rights fees to between $65 million and $75 million yearly.

In addition, Under Armour supplies apparel to Auburn, Wisconsin, Utah, Texas Tech, and South Carolina. However, in recent times, the firm has canceled its agreements with UCLA, Hawaii, Cal, and Cincinnati. sales for Under Armour’s fiscal year 2023 increased by 3% to $5.9 billion, and the company’s sales for the fourth quarter of 2023 increased by 8% to $1.4 billion, as announced in May.