Under Armour Signs On to NASCAR Venture

The stable of sports names with sponsorships by Baltimore-based Under Armour already includes the University of Maryland, Olympic skier Lindsey Vonn and the guys from “Duck Dynasty.”

Now the apparel maker has signed multiyear sponsorships with two NASCAR teams: Hendrick Motorsports and Michael Waltrip Racing. It becomes the official apparel provider for both teams, outfitting everyone from the pit crew to the front office, reports the Baltimore Business Journal.

The deal doesn’t include Hendrick’s drivers — Dale Earnhardt Jr., Jeff Gordon, Jimmie Johnson or Kasey Kahne — but Under Armour does have rights to use their likeness as well as the likeness of their car and number, which it could use on apparel.

The deals don’t include the teams’ drivers, and financial terms weren’t released.

The Under Armour marketing team saw NASCAR team sponsorship as a way to expand its brand awareness and boost sales of both athletic and outdoor apparel, the publication says. NASCAR fans like to hunt and fish, and Under Armour has sizable hunting and fishing apparel lines, as well as sponsoring the “Duck Commander” TV show.

Last year, Under Armour signed a one-year, trial sponsorship with Hendrick Motorsports and outfitted the team’s pit crews. It provides everything from footwear and hats to polos and pullovers, and places branding on Hendrick pit crew members’ fire suits, which Under Armour does not produce.