Under Armour Turns Ravens Sponsorship Into Year-Round Retail Operation

Quick Facts

Under Armour and the Baltimore Ravens signed a 10-year partnership extension featuring exclusive merchandise, seasonal product drops, and an expanded stadium retail footprint.
The Flock Shop, a 7,000-square-foot retail space inside M&T Bank Stadium, operates year-round and uses RFID self-checkout technology.
NFL team sponsorship revenue hit $2.7 billion in the 2025 season, up 8% from the prior year, as brands push deeper into experiential retail at stadiums.

Under Armour and the Baltimore Ravens have extended their partnership for 10 years, deepening a relationship that dates to 2001. The deal moves well beyond logo placement and into permanent, year-round retail infrastructure at M&T Bank Stadium.

The centerpiece is the Flock Shop, a 7,000-square-foot store that opened in 2025 and stays open outside of game days. A second location, the West Flock Shop at 4,900 square feet, has also opened. Both locations feature RFID self-checkouts, video panels, and custom jersey shops.

Above the main Flock Shop sits the Under Armour Landing, an open-air hospitality space overlooking Camden Yards and the Baltimore skyline. Before kickoff, it operates as a premium package with all-inclusive food and beverages. After kickoff, any fan with a game ticket can access it.

The Ravens x Under Armour collection launched during Baltimore’s preseason finale against the Washington Commanders. The line includes men’s and women’s T-shirts, sweatshirts, jackets, and seasonal styles across four planned drops throughout the season. For now, the collection is exclusive to the stadium while the company gauges fan response.

Ryan Collins, Under Armour’s senior director of sports marketing, told Retail Brew the shift reflects how these deals now function. “It’s been more of a strategic partnership together versus transactional,” Collins said. “It used to be that something was just some signage that has turned into a much wider and more expansive relationship than before.”

Collins also pointed to product positioning as a deliberate move. “I think a little bit more premium, a little bit more elevated products, some tastefully done products are becoming more in high demand. There’s a lot of just simple fan gear that is out there. We try to elevate and bring more of a premium touch to that.”

The partnership comes as Under Armour works through a significant restructuring. The company posted full-year revenue of $5 billion, down 4% year over year. North American sales fell 8% to $2.9 billion. Under Armour has incurred $261 million in restructuring and transformation costs under its fiscal 2025 plan, with total expected costs reaching $305 million before the initiative closes by end of 2026.

CEO Kevin Plank framed the Ravens activation as part of a broader brand reset. “The response from consumers and partners reflects this execution, driven by stronger product, sharper storytelling, and a renewed belief in the Under Armour brand,” Plank told investors.

The Ravens contributed $20 million to stadium improvements alongside $430 million from the State of Maryland. That investment enabled the Flock Shop buildout and the Under Armour Landing hospitality area.

The broader market context supports the strategy. NFL team sponsorship revenue reached $2.7 billion in the 2025 season, an 8% increase from the prior year. The global sports sponsorship market grew from $105.47 billion in 2023 to $114.41 billion in 2024, with projections reaching $189.5 billion by 2030.

Kevin Rochlitz, Ravens senior VP and chief sales officer, said the deal extends beyond game day. “Through this extension, Ravens fans will see new and exciting touchpoints across M&T Bank Stadium, from exclusive merchandise at the Flock Shop to enhanced hospitality experiences at the Under Armour Landing,” Rochlitz said.

For Under Armour, the Ravens deal offers a controlled retail environment to test product, drive premium positioning, and build brand equity in its home market as it works to recover lost ground in North America.