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Stephen Curry's contract with Under Armour may be a lifetime deal

Golden State Warriors superstar Steph Curry has further solidified his link with Under Armour. The two-time MVP received 8.8 million restricted stock units of the company’s common stock on April 3 as part of his extended role as brand ambassador, a package valued at $75 million, as disclosed in a recent SEC filing. Under Armour’s extended contract has the potential to be a lifetime deal for the NBA star if revenue goals are met.

Stephen Curry signs new long-term Under Armour deal

Golden State Warriors star Stephen Curry has signed a new long-term extension with Under Armour that will extend beyond his playing days and into his retirement. Although exact terms were not disclosed, the new agreement could be one of the richest-ever endorsement deals in sports once annual base pay, stock equity, royalties on signature products and on-court incentive bonuses are tallied. Curry, who first signed with Under Armour in 2013 and launched the Curry Brand in 2020, will have the title of president of Curry Brand and will receive additional resources to grow his namesake brand.
“We started with the signature business, and with the opportunity to deepen the partnership, with an expectation of it going past my playing days and the added investment in the great things that we both bring to the table, it’s an exciting time to strengthen that partnership,” said Curry, who is on his 10th signature sneaker with Under Armour. “We understand that it’s a mutually beneficial venture to do some great things, build a great roster, build more scale to the business and create great storytelling.”
With Curry’s new deal set to extend beyond his playing career, there will also be a focus on signing athletes as Curry Brand endorsers. More than a year ago, Curry’s SC30 Inc. company signed UConn women’s basketball star Azzi Fudd to an NIL deal. The agreement designated her as a Curry Brand ambassador and provides the 20-year-old with on- and off-court mentorship from Curry. “I do have a lot left to accomplish on the court, however long I am playing. Hopefully, it’s no time soon that I’m thinking about calling it quits,” said Curry, who turned 35 earlier this month. “We’re going to have an investment in the roster of athletes — men and women, from various sports — that want to be a part of the UA and Curry Brand family. That’s where I think the biggest growth can come.”