Stephen Curry is practically synonymous with a handful of things: the Golden State Warriors, 3-pointers, on-court taunts.
Another among that list is the apparel company Under Armour, which has sponsored Curry since 2013, before the Warriors became perennial contenders and he became a global superstar.
Now Curry and Under Armour are nearing a deal to be joined at the hip — and on the dotted line — for much longer.
A Rolling Stone profile on Curry published this week revealed that he and UA are nearing a $1 billion lifetime deal. Curry’s current deal, which features his own Curry Brand made by Under Armour, expires in 2024.
Curry, 34, admitted that there has been some friction with the Maryland-based company. Notably, when Under Armour founder and chairman Kevin Plank praised then-president Donald Trump as an “asset” to the country in 2017, Curry told this news organization that he’d agree “if you remove the ‘et'” from the word.
In 2018, Curry re-upped with the company on a six-year deal after some tense negotiations: “There wasn’t quite an understanding of what it took to run a business like that properly,” Curry told Rolling Stone. He and Under Armour launched the Curry Brand in 2020.
The negotiations for this potential lifetime deal come at a great time for Curry’s leverage: He’s the reigning NBA Finals MVP and showed during the Warriors’ playoff run that he could continue playing at a high level for several more years.
