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UnderArmour continues to work out of its unprofitable college endorsement deals, this time a $50M deal with the University of Cincinnati. This comes on the heels of other cost-cutting measures like getting out of its deals with Berkeley and UCLA. Unlike the UCLA deal, which has gotten outright nasty with each party suing the other (that $280M deal was the richest in college sports history – and UCLA is suing for $200M), this one looks agreeable to both parties as UnderArmour is buying out its five-year deal for $9.75M in cash (exit fee) and is providing $3.7M worth of product through June of 2021.

In 2014 Notre Dame agreed to (at that time) the most lucrative apparel and shoe deal in college athletics history, worth about $90M in cash and merchandise over a 10-year period. A couple of years later, Notre Dame has fallen to the 6th largest contract on an annual basis behind Wisconsin (Under Armour), Michigan (Nike), Texas (Nike), Ohio State (Nike), and UCLA’s ridiculous 12-year, $280M deal with Under Armour.

I am not sure what the long-term ramifications are for Notre Dame, whether the national name will provide struggling UnderArmour the comfort needed to stay the course but at the very least renewal anywhere near the previous levels seems unlikely. This is likely another tough hit to revenues for all college sports, perhaps including Notre Dame.