Are you an athlete, coach, influencer, or nonprofit leader with a dream of being sponsored by Under Armour?
You’ve seen the commercials.
The gear.
The bold athletes with unstoppable drive.
You know Under Armour isn’t just a brand — it’s a statement of grit, hustle, and excellence.
But how do you get their attention?
How do you move from a fan to a sponsored partner of Under Armour?
That’s exactly what we’ll unpack in this step-by-step guide. Whether you’re aiming for personal sponsorship, event support, or a community grant from their philanthropic arm, this article will help you:
- Understand what Under Armour looks for in sponsorship candidates
- Learn how to craft a winning sponsorship pitch
- Avoid the top mistakes that cost people partnerships
- Explore real-world examples of successful brand deals
Ready to be seen, sponsored, and supported? Let’s dive in.
Why Under Armour Sponsorship is a Game-Changer
Under Armour is more than just athletic gear — it’s one of the top global sports brands focused on performance, innovation, and resilience.
Their sponsorship opportunities include:
- Athlete sponsorships (pro, amateur, college, and youth)
- Team and event sponsorships
- Nonprofit support and community partnerships
- Influencer and content creator collaborations
With a powerful brand ethos centered on “The Only Way Is Through,” Under Armour seeks to partner with individuals and organizations that reflect discipline, integrity, and motivation.
And that might be you — if you know how to pitch it right.
Step 1: Understand What Under Armour Looks For
Before you send an email or slide into DMs, you need to understand their brand values and what they’re really looking for in a sponsorship candidate.
Here are some core traits Under Armour sponsors tend to share:
1. Authenticity
They’re not looking for someone pretending to be the next LeBron. They want real people with real stories — stories of overcoming adversity, working hard, and staying consistent.
2. Impact
Whether you’re a local coach changing lives or a fitness influencer reaching thousands, impact matters. Show how you’re moving the needle in your space.
3. Alignment
Does your vibe, content, mission, and personal brand align with Under Armour’s gritty and disciplined image? If yes, you’re already halfway there.
4. Visibility
You don’t need a million followers — but you do need a platform. Whether that’s social media, a YouTube channel, or a local sports team, visibility matters.
Step 2: Build Your Brand Before You Pitch
You wouldn’t show up to a job interview in your pajamas.
Don’t show up to Under Armour’s inbox with an unpolished online presence.
Here’s what you need to get right:
- Professional social media profiles
Make sure your Instagram, TikTok, or LinkedIn tells a clear, cohesive story of who you are and what you stand for. - Engagement over followers
Under Armour wants influence, not just numbers. A smaller, highly engaged audience is often more attractive than a massive but disengaged one. - Showcase performance and values
Post workouts, team wins, training routines, or your journey. Show grit, growth, and value.
Step 3: Craft a Killer Sponsorship Proposal
Now let’s get down to business.
Your pitch needs to be clean, concise, and compelling.
Whether you’re emailing directly or using a sponsorship application form, follow this structure:
1. Introduce Yourself Powerfully
“Hi, I’m Jordan Matthews, a high school track coach and personal trainer who’s helped over 500 teens build confidence through fitness.”
2. Explain Your Mission & Why You Align with Under Armour
“My mission is to help young athletes see their full potential — both on and off the field. That’s why Under Armour’s message of grit and performance resonates deeply with me.”
3. Share What You’re Offering
What kind of exposure, engagement, or results can you deliver?
- Number of followers?
- Newsletter subscribers?
- Live events or tournaments?
- YouTube channel views?
“We host an annual youth fitness summit with 1,000+ participants and 10K+ impressions online.”
4. Make the Ask Clear
What are you seeking?
- Sponsorship gear
- Funding for an event
- Ambassadorship or brand collaboration
“I’d love to explore a partnership where Under Armour provides branded gear for our next community challenge and joins us in promoting performance with purpose.”
Step 4: Where to Submit Your Under Armour Sponsorship Request
There are three key paths to getting sponsored by Under Armour:
1. Direct Outreach via Website
Under Armour doesn’t have a public sponsorship form, but you can reach them via:
- Under Armour Contact Form
- Look for media or PR contact emails
- Use LinkedIn to find brand partnership reps
2. Tag and Engage on Social Media
Brands notice consistent engagement. Use hashtags like:
- #UnderArmourAmbassador
- #TheOnlyWayIsThrough
- Tag them in your workouts or training posts consistently.
3. Apply Through Sports or Nonprofit Channels
Under Armour supports youth sports teams, schools, and 501(c)(3) nonprofits via community programs. You can explore this through:
- UA Freedom Initiative
- Team sponsorship partnerships
- Grant applications via the Under Armour Foundation
Real Example: How a Youth Football Coach Got Sponsored
Coach Terrence runs a free football camp in Atlanta. He started posting drills, testimonials from parents, and transformation stories of his kids on Instagram.
He tagged Under Armour consistently for 6 months and shared metrics on reach and outcomes.
Finally, he submitted a sponsorship pitch via LinkedIn, showcasing his camp’s community impact and asking for training gear.
Under Armour responded and donated cleats, jerseys, and compression gear for 100 kids.
“I stayed authentic, stayed visible, and told the story. That’s what made the difference.” — Coach T.
Common Mistakes to Avoid
- Asking too soon without showing value
- No clear proposal or goals
- Copying and pasting generic sponsorship letters
- Not aligning with the brand image
- Overemphasizing “free stuff” instead of partnership value
Think of sponsorship as collaboration, not charity.
Want to Scale Your Sponsorship Strategy?
If you’re serious about landing brand sponsorships, you need more than just a dream — you need strategy, storytelling, and structure.
That’s exactly what we teach at the Grant Writing Academy Newsletter — and guess what? It’s not just about grants.
We help coaches, creators, nonprofit founders, and community leaders:
- Create irresistible sponsorship decks
- Find funders and corporate partners
- Write magnetic proposals that get yeses
Subscribe here and join hundreds of high-impact leaders turning purpose into partnerships.
But if you want even more — like templates, real-time coaching, funder contact lists, and insider tips — then become a Founding Member.
Our members get access to:
- 12- month strategic funding plan
- Monthly Live training sessions
- Proposal makeovers
- Supportive community of visionaries like you
Click here to become a Founding Member and position yourself for next-level partnerships and funding success.
Final Words: You Are More Ready Than You Think
Getting sponsored by Under Armour isn’t just about fame or followers — it’s about faith, focus, and showing up consistently.
You don’t have to be a celebrity.
You just have to be a leader, a builder, and a doer.
So go ahead:
- Clean up your platforms
- Craft your pitch
- Share your story
- Stay aligned with the mission
Because you just might be the next person they’re looking to sponsor.
And we’ll be here, cheering you on — and equipping you every step of the way.
Don’t forget to subscribe to the Grant Writing Academy Newsletter
Join the Founding Membership to unlock powerful funding strategies
Let’s win together.
