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.
While 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 together.
Curry, who first signed with Under Armour in 2013 and launched the Curry Brand in 2020, is being given the title of president of Curry Brand and will receive additional resources to grow his namesake brand.
The Golden State Warriors star recently inked a new contract with Under Armour that will keep him with the apparel brand into his retirement.
“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,”
“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.”
The growth potential of the stock awarded and expected annual compensation could see Curry earn more from the Under Armour extension than his NBA contracts, which will total more than $473 million through the 2025-26 season.
Curry will also be named a founding member of Under Armour’s newly formed Athlete Advisory Board, providing input and strategy on all of the brand’s categories and products.
“There’s always been a continuation [in mind] with Stephen,” Under Armour founder Kevin Plank said. “I couldn’t imagine Under Armour without Stephen, or Stephen without Under Armour.”
Plank said that specified performance-based revenue targets would trigger clauses to continually extend Curry’s contract, saying it has the potential to be a “lifetime deal.”