The Wisconsin athletic department announced an extension to its apparel deal with Under Armour for 10 more years. It’s been 10 years, and now there will be 10 more, and Wisconsin fans are almost universally in agreement that they hate it. If you click on the social media post for the announcement of this deal, whether it’s on X or Facebook, the comments are flooded with unhappy fans.
It’s a deal that Wisconsin is proud of and continues to promote, but fans want a different company to make the apparel for Wisconsin. Here’s a sampling of some of the comments from fans, but there are a couple of wrinkles in the new deal that are intriguing.
NOOOOOO
— Ryan (@BrewPack8) November 25, 2025
Just when I was ready to proclaim us as so back we immediately set the program back 10 years. I speak for all Wisconsin fans when I say LITERALLY NOT A SINGLE PERSON wants this poverty clothing brand
— Howard Rest (@howard_rest) November 25, 2025
In case you guys were wondering, the financials of this deal are awful as well.Wisconsin has essentially lost $28 million of brand value under AD Chris McIntosh. He is just not capable of doing the job. He has to go. https://t.co/G9HtgjE4xtpic.twitter.com/bVn3yO5CJb
— Nick Watts (@NICKWATTS__) November 25, 2025
Nobody wanted this. Corporate losers in sweater vests and bow ties are what’s wrong with this school. https://t.co/Sls4WfjpmV
— Gay-Z (cha boi) 🦍 (@howtrentisthat) November 25, 2025
Under Armour and Wisconsin have 10 more years together, regardless of fan input
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