Skip to content

Under Armour enters NASCAR, signs deals with Hendrick, MWR

Apr 1, 2014, 3:29 PM EDT

Irwin Tools Night Race Getty Images

After a one-year trial sponsorship with Hendrick Motorsports, sporting goods giant Under Armour has inked multi-year sponsorship deals with both Hendrick and Michael Waltrip Racing as it officially moves deeper into the NASCAR world.

According to Tripp Mickle of SportsBusiness Journal, the deals will not include the teams’ drivers but in the case of Hendrick, UA can use the likenesses, cars, and numbers for that team’s quartet of racers: Six-time Sprint Cup champion Jimmie Johnson, current Cup points leader Dale Earnhardt Jr., four-time Cup champion Jeff Gordon, and Kasey Kahne.

In addition to sponsoring the teams, UA will also outfit them as well – from those working in the pits to those within their respective front offices.

The Hendrick deal is actually a three-year extension, while the MWR deal is a two-year pact. UA will also sponsor MWR’s new athletic facility and gym at its North Carolina headquarters.

UA already has a sizable portfolio of clients across many sports, from college football programs to U.S. Olympic Team members. But the Baltimore-based company is now making its way into NASCAR in a bid to not only raise awareness and sales of its athletic line of apparel but its outdoor/hunting line as well.

Mickle reports that in addition to tapping into NASCAR’s passionate fan base as a whole, UA officials were spurred on by “a general sense” that NASCAR fans tended to enjoy the Great Outdoors through hunting and fishing more than other sports fans – which could give them a prime marketing opportunity with their outdoor products.

Latest Posts
  1. IndyCar Driver Review: Graham Rahal

    Oct 2, 2014, 12:05 AM EDT

    NTT DATA Qualifying Day - Firestone 600 Getty Images

    Graham Rahal ends P19 after a tough season, but he was better than the stats would indicate.

  2. Merhi, Stevens get Suzuka FP1 outings with Caterham, Marussia

    Oct 1, 2014, 11:59 PM EDT

    F1 Grand Prix of Belgium - Qualifying Getty Images

    Roberto Merhi and Will Stevens to run in FP1 at Suzuka.

  3. IndyCar Driver Review: Takuma Sato

    Oct 1, 2014, 11:35 PM EDT

    SatoPost Getty Images

    Results and statistics don’t tell the tale for Takuma Sato’s hard-luck 2014 IndyCar season.

  4. IndyCar Driver Review: Jack Hawksworth

    Oct 1, 2014, 10:57 PM EDT

    HawkTOR AP

    Jack Hawksworth overachieved in his first Verizon IndyCar Series season.

  5. NASCAR AMERICA: Edwards and Kahne on rest of Chase format (VIDEO)

    Oct 1, 2014, 7:00 PM EDT

    Cheez-It 355 At The Glen - Practice Getty Images

    Carl Edwards and Kasey Kahne check in on the Contender round of the new Chase format.

  6. NASCAR AMERICA: Jimmie Johnson on “flying under the radar” (VIDEO)

    Oct 1, 2014, 6:00 PM EDT

    Sylvania 300 - Qualifying Getty Images

    Jimmie Johnson not a fan of the “under the radar” terminology.

  7. NASCAR Truck penalty for No. 20 team upheld

    Oct 1, 2014, 5:15 PM EDT

    nascarlogo

    A P2 penalty issued to No. 20 NASCAR Truck team upheld after appeal.

  8. Caterham denies future is at risk despite goods being seized

    Oct 1, 2014, 4:30 PM EDT

    Caterham Getty Images

    Bailiffs seize goods at Leafield, but Caterham issues a statement saying that it is business as usual.

  9. WATCH LIVE: NASCAR AMERICA at 5 pm ET — All 12 drivers in Chase Contenders Round

    Oct 1, 2014, 3:17 PM EDT

    141001-NASCAR-AMERICA

    Wednesday’s edition of NASCAR America goes in-depth with all 12 drivers in Round 2 of the Chase for the Sprint Cup, also known as the Contenders Round.

  10. Report: Australian-owned team, driver and sponsor to debut in NASCAR Camping World Truck Series in 2015

    Oct 1, 2014, 2:10 PM EDT

    NCWTS logo

    While Marcos Ambrose is returning to his native Australia after this season, a new Australian-owned team is set to make its debut in the NASCAR Camping World Truck Series next season, complete with an Australian-born driver and Aussie primary sponsor.

  11. Bill Elliott makes awesome $4.2 million real estate deal

    Oct 1, 2014, 1:53 PM EDT

    (Chris Graythen/Getty Images) Getty Images

    Bill Elliott figured real estate would be a good investment many years ago, and did that belief ever pay off for the soon-to-be NASCAR Hall of Famer.

  12. Ryan Villopoto leaving American motocross, will race MXGP series for ‘final year of racing’

    Oct 1, 2014, 1:28 PM EDT

    Photo credit: Matt Rice/ProMotocross.com Photo credit: Matt Rice/ProMotocross.com

    Kawasaki officially announced that reigning supercross champion Ryan Villopoto will head to Europe next year to race the MXGP series. Davi Millsaps and Wil Hahn will replace him on the American Monster Energy Kawasaki team.

  13. Will Michael Waltrip survive Round 4 elimination on Dancing With The Stars?

    Oct 1, 2014, 1:08 PM EDT

    (Photo courtesy Dancing With The Stars) (Photo courtesy Dancing With The Stars)

    He’s reached the fourth round of Dancing With The Stars, but will NASCAR’s Michael Waltrip and partner Emma Slater make it to the fifth round?

  14. Jeff Gordon is now just 3 top-10 finishes from tying Mark Martin for second on all-time list

    Oct 1, 2014, 11:15 AM EDT

    (AP Photo/John Raoux) AP

    Jeff Gordon is now just three top-10 finishes away from tying Mark Martin for second most top-10s in a career. And in an ironic twist, Gordon is still seeking his first pole at this Sunday’s race venue, Kansas Motor Speedway.

  15. Honda releases first image of F1 2015 engine, no driver announcement due at Suzuka

    Oct 1, 2014, 10:33 AM EDT

    © Honda © Honda

    More details revealed ahead of Honda’s return to F1 in 2015 with McLaren.

  16. Veteran crew chief Mike Ford named to run NNS team effort for John Wes Townley

    Oct 1, 2014, 10:16 AM EDT

    (Jason Smith/Getty Images) Getty Images

    Veteran NASCAR crew chief Mike Ford has joined Athenian Motorsports, the Nationwide Series team announced Wednesday.

  17. Simona de Silvestro’s F1 hopes at risk due to financial problems

    Oct 1, 2014, 9:59 AM EDT

    Simona de Silvestro AP

    Sauber confirms that her testing programme has been scrapped due to “financial reasons”.

  18. NASCAR AMERICA: Dale Earnhardt Jr. aims for better results in Chase (VIDEO)

    Sep 30, 2014, 8:00 PM EDT

    Coca-Cola 600 - Practice Getty Images

    “Driver 88″ discusses his performance issues in the Challenger Round with NASCAR AMERICA’s Rick Allen.

  19. NASCAR AMERICA: The strategy of the Contender Round (VIDEO)

    Sep 30, 2014, 7:00 PM EDT

    Federated Auto Parts 400 Getty Images

    How do you prepare for two races and then a free-for-all at Talladega? Rick Allen and Kyle Petty of NASCAR AMERICA discuss.

Video from NASCAR America

Dale Jr. not worried about Chase struggles
Top 10 NASCAR Driver Searches
  1. J. Gordon (1478)
  2. K. Harvick (1429)
  3. K. Busch (1248)
  4. J. Coulter (1113)
  5. R. Blaney (1068)