Under Armour and the Baltimore Orioles have locked in a new multi-year partnership that stitches together stadium sponsorships, player marketing, and fresh community programs, all unveiled Wednesday. The agreement will put Under Armour branding all over Camden Yards and put shortstop Gunnar Henderson front and center in the campaign. Team officials say the deal includes new in-park elements, a community-focused military initiative, and family-friendly activations aimed squarely at younger fans.
According to The Baltimore Banner, the agreement will plaster a large likeness of 24-year-old Henderson on the Eutaw Street side of the club’s new scoreboard, give Under Armour naming rights to the kids' home run porch in left field (complete with a giant Under Armour-branded cleat statue), and add fresh sponsorships around Camden Yards. The partnership also launches a “Sunday Salute” program that lets fans nominate military families to receive tickets and take part in a pregame ceremony, while Under Armour and the Orioles Charitable Foundation will donate to a military organization selected by the honored family.
Don Rovak, the club’s chief revenue officer, told The Baltimore Banner in a phone interview that the Orioles and Under Armour had been “discussing potential ways to partner for over a year” and that the agreement features many elements that tie together. Tyler Rutstein, Under Armour’s senior vice president of global brands and Americas marketing, said in a statement that the partnership embodies a shared commitment to the city and honors local military members and families.
Under Armour's Baltimore Roots
Under Armour is a Baltimore-based company with a long track record of local programs and stadium collaborations, and the brand has previously teamed up with the Orioles on events such as the UA Next All-America Game at Camden Yards. As outlined by Under Armour, the company views Camden Yards as a natural stage for youth events and fan activations that plug directly into its community initiatives.
What Fans Will See At The Yard
The timing lines up with the Orioles’ construction of a new video board at Camden Yards. Work on the scoreboard foundation began last summer, and the upgrade is expected to reshape sponsor placement and premium spaces, as reported by Sports Business Journal. Fans can expect Under Armour signage, sponsor content, and the new kids' porch installation to be folded into that evolving footprint as construction continues.
For now, it is a distinctly Baltimore pairing: a hometown brand getting a bigger stage at the Yard while the club spotlights one of its brightest young stars. The Orioles say more details on the rollout will land as the season moves along and the new installations are finished.
