UC AD John Cunningham Hints at New Apparel Deal

The athletic director filled in for Luke Fickell on the 700 WLW Coach's Show.

© Aaron Doster-USA TODAY Sports

CINCINNATI — The Cincinnati Bearcats are exiting the apparel deal with Under Armour in 2024, but AD John Cunningham wants a new deal even faster.

He told Dan Hoard on the 700 WLW Coach's Show that UC is looking for a fresh agreement elsewhere and that he "feels good" about those discussions. We don't have the full quote because there is no recording of the show posted, as of this writing.

Cunningham did not indicate which companies they are in discussions with.

Under Armour and UC agreed to a buyout in 2020 that would end their $50 million ten-year apparel deal one year early in 2024.

“We are still an Under Armour school, powered by innovation with a great partner," Cunningham told The Enquirer in November 2020. "We adjusted the terms of our partnership in a manner that was best for both parties given the changes that have occurred in our industry over the past six months.”

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