Under Armour Sponsorship Application — Step-by-Step Breakdown

If you want Under Armour (UA) to sponsor your team, league, event, or community program, you need more than hope — you need a clear plan, a crisp pitch, and an activation that benefits both your people and UA’s brand.

Under Armour isn’t a charity; it’s a brand that invests where it sees alignment: youth access to sport, athlete development, community impact, and measurable outcomes.

This guide gives you a step-by-step blueprint to research, craft, submit, and close a winning Under Armour sponsorship request — with real examples, sample language, budget guidance, and follow-up tactics you can use today.

1) Start with the right mindset: Sponsorship ≠ free stuff

Before you write a single word, shift your thinking: you’re not begging for product — you’re proposing a partnership.

Brands sponsor for two reasons:

Impact — they care about community outcomes and want to be part of the solution.
Return — they want brand visibility, storytelling assets, and measurable engagement.

Your job is to show both. If your program benefits youth and gives UA visible, trackable benefits (events, social reach, media, athlete stories), you’re in the right lane.

2) Choose the right sponsorship type for your organization

Under Armour supports several types of relationships. Pick the one that matches your scale and needs:

Product / In-Kind Support — apparel, cleats, training gear. Great for local teams and small leagues.
Community Impact Grants — funding for youth programs tied to social outcomes and access.
Event Sponsorship — funding or gear for tournaments, showcases, clinics.
Athlete Sponsorship — individual deals (performance and visibility required).
Strategic Partnerships — multi-year, high-visibility collaborations for larger nonprofits.

Tip: If you’re small or new, lead with product support + local activation. Larger orgs can pursue a combined funding + activation ask.

3) Research — the boring step that wins the deal

Do your homework: know UA’s recent initiatives, language, and priorities. That allows you to mirror their vocabulary and demonstrate fit.

Key research actions:

Visit UA’s Community/Impact pages and read partner stories. Note their language (e.g., “youth access,” “athlete development,” “equity”).
Search for UA product donation case studies (what they funded, where).
Find local UA retail store managers or regional marketing reps — they can sometimes fast-track community requests.
Look for UA partnerships with groups like Good Sports, local nonprofits, or schools. Mentioning a similar example in your pitch signals alignment.

Pro tip: Store managers and local reps are underused contacts. A short, polite in-person chat with a store manager can surface community budgets or the right regional contact.

4) Prepare your “sponsor-ready” materials (one pager + deck + assets)

Under Armour receives lots of inquiries. Your materials must be concise, professional, and easy to action.

Create these 3 core assets:

A. One-Page Program Snapshot (must-have)

Single PDF, 1 page. Include:

Program name & tagline
1-line mission
The Ask: exactly what you want (e.g., “25 jerseys + 25 shorts + $2,000 activation funds”)
Impact snapshot: number served, % low-income, key outcomes (attendance, retention, grades)
Activation plan: how UA will be visible (logo on kits, kickoff event, social plan)
Contact & call to action (request a 15-minute call)

B. Short Deck (3–6 slides)

Slide 1: Problem + Solution (1-line each)
Slide 2: Program model + timeline
Slide 3: Impact metrics and testimonials
Slide 4: Ask & budget broken into product vs. cash
Slide 5: Activation examples & sample impressions
Slide 6: Next steps / contact

C. Media Assets

High-res photo(s) of kids in action (consent collected)
Short 60–90s video clip (optional but powerful)
Social handles, past press links

Why this matters: UA wants to visualize the story quickly. The one-pager is your elevator pitch — the deck supports it if they ask for more.

5) Craft your exact ask — be specific and reasonable

Vague requests get ignored. Be precise.

Sample asks (realistic ranges):

Local youth team: “Requesting product donation: 25 jerseys, 25 shorts, 30 pairs of socks; estimated retail value $3,500.”
Community program: “Requesting $10,000 to purchase training equipment, coach stipends, and run a citywide clinic serving 300 youth.”
Event: “Requesting $7,500 in product + $2,500 cash to support tournament operations and UA brand activation.”

Budget structure: Break totals into units:

Jerseys: 25 @ $45 = $1,125
Shorts: 25 @ $25 = $625
Activation (event logistics): $2,500
Total ask: $4,250

Show in-kind value + cash needs. If you’ve secured other funding or volunteers, list them — UA likes shared investment.

6) Build a realistic activation & measurement plan

7) Find the right contact & submit via official channels

Use the official UA community/sponsorship form first. But also:

Email local UA store manager with your one-pager (if you met them).
Use LinkedIn to find regional marketing or community managers (don’t cold-pitch executives).
If you know someone with a UA contact, ask for a warm introduction.

Submission checklist:

One-pager attached (PDF, <1MB)
Short email body (3–4 sentences)
Link to deck if requested
Ask for a 15-minute exploratory call

Sample short email:

Subject: Sponsorship Inquiry — [Org Name] / [Program] Hi [Contact],
I’m [Name], Program Director at [Org]. We run [program], serving X youth in [area]. We’d love to explore a UA community sponsorship to provide kits and activation for our upcoming season (ask: 25 jerseys, 25 shorts, $2,500 activation). Attached is a one-page snapshot. Could we schedule a 15-minute call to discuss fit?
Thanks, [Name, Phone, Website]

8) Follow up strategically (don’t spam, but be persistent)

If you don’t hear back in 10–14 days:

Send a polite follow-up email referencing your submission.
If no reply after another week, call the store manager or regional contact.
If still silent, look for alternative UA community partners (e.g., local distributors, UA-affiliated athletes).

Follow-up tone: helpful, concise, and value-adding. Share a small update (e.g., “We just confirmed X school partnership — would love to discuss how UA could be involved.”)

9) If UA asks for a formal proposal, keep it short & focused

If invited, do a tight 4–6 page proposal:

Executive summary (½ page) — problem, solution, ask.
Program description (1 page) — what you’ll do and who you serve.
Outcomes & metrics (½–1 page) — KPIs and evaluation plan.
Activation & visibility (½ page) — exactly how UA gets credit.
Budget & sustainability (1 page) — line items + other support.
Attachments — one-pager, letters of support, photos.

Formatting tip: Use headings, bullet points, and a clear budget table. UA reviewers are busy.

10) Negotiate & read the agreement carefully

If UA offers support, you’ll get a sponsorship agreement. Key things to review:

Deliverables — what they expect (posts, logos, mentions).
Exclusivity — will UA restrict other sponsors (e.g., no competitor apparel)?
Timelines & product delivery — UA lead times can be long; confirm dates.
Reporting requirements — monthly vs. post-season reports.
Termination clauses — how to handle unforeseen cancellations.
IP & approvals — UA usually requires approval over co-branded assets.

Ask clarifying Qs and ensure you can fulfill commitments before signing.

11) Deliver, document, and thank — the relationship matters

Deliverables matter more than the check. Follow this post-award playbook:

Confirm delivery dates and inventory
Execute activation exactly (or better) than promised
Capture high-quality photos, video, and testimonials
Produce the promised report on time (with data and quotes)
Publicly thank UA (social posts tagging them) and send a personalized thank-you kit
Propose next steps for 12-month or multi-year support

A great execution increases your chances of repeat support.

Sample one-page snapshot template (fill in your info)

[Organization Logo]
Program: CityHoops Youth Clinic — Equip & Empower
Ask: 25 home + away jerseys; 25 shorts; $2,500 activation fund (Total value: $4,250)
Who we serve: 300 youth (ages 8–14), 68% qualifying for free/reduced lunch
Impact: Provide weekly clinics, coach training, and scholarships; expected 80% retention year-over-year
Activation: Kickoff event (photo opp), 3 social posts + 6 stories tagging @UnderArmour, on-kit UA logo, short video (60s) provided for UA channels
Timeline: Kits delivered by May; kickoff event June 1; clinics June–Aug; final report by Sept 15
Contact: [Name, Title, Phone, Email, Website] CTA: Can we schedule a 15-minute call to discuss fit this week?

Common mistakes and how to avoid them

Vague asks — be specific.
No brand activation — UA wants visibility; include a credible plan.
Unrealistic metrics — be conservative with reach numbers.
Missing legal documents — have your nonprofit paperwork and insurance ready.
Poor follow-through — track, report, and deliver.

Timeline & realistic expectations

Sponsorships often take weeks to months:

Initial contact to reply: 1–3 weeks
LOI / one-pager review: 1–2 weeks
Formal proposal (if requested): 2–4 weeks to prepare
Negotiation & agreement: 2–6 weeks
Fulfillment lead time (product): variable — often 8–12 weeks for custom kits

Start early and plan season timelines accordingly.

Final thoughts & calls to action

Under Armour sponsorships are attainable when you come prepared: a clear, specific ask; a credible activation plan; conservative measurement; and strong follow-through. Treat UA like a strategic partner — show how your program advances youth access to sport and how UA’s brand will benefit.

Next steps (pick one):

Book a 1:1 Sponsorship Strategy Session — we’ll craft your UA pitch, build the budget, and role-play the follow-up call.
Join the Grant Writing Academy Founding Membership for templates, donor scripts, and monthly coaching to scale long-term partnerships.