Under Armour will replace Majestic Athletic as the official on-field apparel provider.
Major League Baseball, Under Armour and Fanatics have entered a 10-year partnership, naming the global performance brand as the official uniform provider to MLB.
The new partnership will provide on-field apparel for players as well as “the most responsive and significant” merchandise assortment ever available for fans. The deal also marks Under Armour’s first-ever professional league uniform deal.
Beginning in the 2020 MLB season, Under Armour will be the exclusive MLB provider of all on-field uniform components including jerseys, base layers, game-day outerwear and year-round training apparel for all 30 teams. Meanwhile, Fanatics will be granted broad consumer product licensing rights to manage the manufacturing and distribution of Under Armour and Fanatics fan gear, which includes jerseys at retail, name and number products and Postseason apparel.
"This partnership epitomizes our next-generation model which brings much-needed agility to the industry, enhancing both assortment and speed-to-market of MLB merchandise for teams, fans and retailers," says Michael Rubin, executive chairman, Fanatics. "Both Fanatics and Under Armour get to do what each does best, while joining forces with an innovative and tech-savvy league to help grow the game of baseball through a pioneering new business model better suited to today's digital economy."
Additionally, both Under Armour and Fanatics expect to offer an assortment of fan gear apparel and accessories at retail, prior to the 2020 season.
"We are excited to build on our partnership with Under Armour, a powerful global brand that continues to grow exponentially, and Fanatics, an industry leader in sports licensing," says Robert D. Manfred, Jr., commissioner, MLB. "Under Armour's marketing ability and brand status are a perfect fit to showcase our players and provide an even stronger connection between our game and its young fans and players. We appreciate Majestic's many contributions to our clubs, players and fans throughout our partnership."