Will 2014 Winter Olympics Sponsorships Bring Gold for Under Armour?

Will apparel company Under Armour rack up gold, as in skyrocketing sales, because its logo will be seen by millions of 2014 winter Olympics television viewers next month? 

The Baltimore-based activewear company sponsors two U.S. teams and another from Canada competing at the games in Sochi, Russia, reports the Baltimore Sun. The Olympic sponsorships could pay off not only in brand awareness, but in stronger sales and profits, company officials said.

"It's great and critical exposure for the brand," Matt Mirchin, executive vice president of marketing, told the Sun.

The sports apparel maker will supply uniforms and training outfits to the U.S. speedskating, U.S. bobsled and skeleton, and Canada snowboard teams. Also, the firm is sponsoring 2010 Olympic downhill champion Lindsey Vonn and speed skater Shani Davis, both contenders for medals in their sports.

Some of the athletes will be wearing ColdGear Infrared, a ceramic lining inside Under Armour’s newest cold weather gear designed to keep athletes warmer longer, says the Baltimore Business Journal.

Read the full story on the Baltimore Sun website.