Wisconsin Chooses Under Armour for More Than Just the Dollars and Cents

A fair amount of time in this space discusses the differing equipment deals universities strike with manufacturers. This is because for an athletic department, the financial impact of upgrading an equipment contract after a bidding war can be massive. Tens or even hundreds of millions of dollars going to a school over the lifetime of an equipment contract ensure that big deals are noteworthy. Furthermore, the benefits are mutual; the recognition in a key demographic a company can gain as a result of winning a major university account means it is vitally important that both sides get the deal right.

Clearly, the University of Wisconsin recently converting their equipment partnership from Adidas to Under Armour is a massive win for the Baltimore-based company and deserving of a mention in the world of college athletics administration. However, the financial details of the deal, although eye-popping ($96 million over ten years), are less interesting than some of the line items after the monetary breakdown.

As should be expected by this point, legendary AD Barry Alvarez thought outside the norm when constructing his school’s contract with supplier Under Armour, considering things seldom seen in such dealings. One example is the provision under which two UW students get to intern each year at Under Armour’s Baltimore headquarters. Getting real-world experience at one of the fastest-growing apparel companies in America will certainly make this a coveted opportunity for students.

More importantly, however, is how one element of this latest contract truly follows the principles universities and athletic teams are espousing. The requirement that Under Armour must submit inspection reports and historical data on working conditions at its factories to Wisconsin officials is a groundbreaking step towards the accountability and responsibility that are the hallmarks of higher education as well as athletics. This contractual caveat at least partially lays to rest the hypocritical practice of universities teaching students to care for the world and people around them but then seek the greatest profit margins on merchandise, equipment, and apparel, regardless of origin.



With sporting goods companies being some of the most egregious offenders when it comes to taking advantage of unrestricted labor in overseas markets, this step by Wisconsin should become a baseline for all future university contracts. Much more so than individuals buyers, universities have the leverage to make a true impact on a company’s bottom line; hopefully this will make companies think twice when choosing how they manufacture their products as a major account might be at risk. If so, perhaps we should thank the Wisconsin athletic department for setting the standard.