Interesting, I wonder what this actually means…
The club can also confirm that it has mutually agreed with Under Armour to end its existing partnership at the end of the 2020/21 season, following Under Armour’s shift in marketing strategies.
Under Armour and Southampton FC have valued the relationship over the last four years and will continue to celebrate the on and off-pitch accomplishments shared together.
The club thanks Under Armour for being a great partner and wishes them continued success in their future endeavours.
Hummel are going to pay a shitload more cash?
Under Armour to expand their hunting commitments?
Under Armour have switched strategy more towards sponsoring individual athletes rather than teams (per The Athletic).
They’ve also recently cancelled their deal with the Welsh Rugby Union and their $280m 15-year deal with UCLA university sports teams
Back to this one for next season then???
Stripes innit…what’s not to like. 