When your club starts to shed the moniker of “punching above their weight” and starts to be seen as a legitimate player in one of the biggest leagues in Europe, good things are going to happen! For Southampton, the future just continues to look brighter and brighter. Despite seeming to lose a handful of key pieces in every transfer window, the club still manages to impress and rub shoulders with the best. It was high time that Southampton snagged an kit deal to match their success.
Enter Under Armour.
Still seen as a bit of an outsider in the equipment world, Under Armour seems to be slowly amassing quality assets and creating top-notch products without anyone seeming to really take notice. With the SpeedForm hitting the high notes of a quality speed offering and the ClutchFit in its second generation of impressing those who wear it, the boot game is starting to show serious promise. In terms of sponsored clubs, Under Armour has a better chance than adidas or Nike (outside, of course, Puma with Leicester) to raise the trophy at the end of the Premiership season with Tottenham. Adding another quality club to their arsenal will only help UA continue to push into the world’s game.
A perfect match for the two as both the club and brand feel like slight outsiders that are slowly, and quietly being accepted as member of England’s (and Europe’s) best. To show that Under Armour are certain that Southampton’s success isn’t just a flash in the pan, this deal is set to last through 2023! If Southampton was still seen as a bit of a yo-yo club, it’s highly unlikely that UA would be willing to make anything other than a year-to-year deal. Plus, it’s a great risk to take for Under Armour as they continue to assault bigger soccer markets. If Southampton continues their positive standing over the next few seasons, UA could have snagged a club that might continue to improve in terms of players on the pitch and success in the table.
It won’t have the flash of a Manchester United and it won’t get the press of Nike, but this is a solid move by the American sportswear giants and a great move for Southampton. Considering adidas will be losing a club on the rise, the three stripes might see this loss come back and bite them in the future. Only time will tell, but we can’t wait to see what UA has up their sleeve and what the next several seasons have in store for Southampton. Game on!