Senior Counsel, Sports & Entertainment Marketing

Senior Counsel, Sports & Entertainment Marketing

At Under Armour, we are committed to empowering those who strive for more, and the company's values - Act Sustainably, Celebrate the Wins, Fight on Together, Love Athletes and Stand for Equality - serve as both a roadmap for our teams and the qualities expected of every teammate.

Our Values define and unite us, the beliefs that are the red thread that connects everyone at Under Armour. Our values are rallying cries, reminding us why we're here, and fueling everything we do.

Our pursuit of better begins with innovation and with our team's mission of being the best. With us, you get the freedom to go further - no matter your role. That means developing, delivering, and selling the state‑of‑the‑art products and digital tools that make top performers even better.

The Senior Counsel, Sports & Entertainment Marketing is a strategic leadership role responsible for driving the development, negotiation, and management of sports marketing initiatives, partnerships, and business affairs. This position works closely with internal stakeholders, including Legal, Finance, and executive teams, to build and enhance relationships with athletes, influencers, teams, leagues, national governing bodies, and other key sports/music and entertainment industry properties.

The ideal candidate will be an experienced negotiator with a deep understanding of sports trends, legal frameworks and deep contract experience, business development, and ROI measurement.

Deal Making & Negotiations

• Lead and support negotiations for high-value sponsor ships, partnerships, and media rights deals.
• Develop and execute strategies for maximizing value from new and existing partnerships.
• Partner with Legal and Finance teams to ensure compliance, contract terms, and financial goals are met.

Contract Management & Legal Drafting

• Have primary responsibility for the drafting of high-value sponsor ships and sports marketing partnerships and oversee the drafting, review, and negotiation of other contracts and agreements related to sports marketing partnerships.
• Work cross functionally with UA Legal Teammates to ensure contracts align with business goals while mitigating risks.
• Monitoring contract performance to ensure obligations are met.

New Business Relationships/Models:

• Identify and cultivate new business relationships, exploring new models and opportunities in the evolving sports landscape.
• Develop strategies for exploring innovative partnership models, sponsorship opportunities, and business growth initiatives.

Properties & Partnerships:

• Work to support broader sports marketing teammates to effectively manage the sports property portfolio, ensuring effective activation and optimization of partnerships.
• Collaborate with cross-functional teams to ensure maximum exposure, activation, and value for key properties.

Trends, Insights & Forecasting:

• Monitor trends in the sports industry (sports business, media and entertainment), emerging technologies, and consumer behaviors to inform strategy.
• Provide insights and forecasting to drive decision‑making, helping Under Armour stay ahead of market shifts.
• Develop and manage comprehensive portfolio recaps, reporting on the performance and effectiveness of partnerships and sponsor ships.
• Present findings to senior leadership, ensuring insights are actionable and aligned with business objectives.

• Bachelor's degree in Business, Marketing, Sports Management, or related field with typically 15 years of relevant experience in sports marketing, business affairs, or related fields or Master’s degree with typically 13 years of relevant experience or typically 10 years of relevant experience without degree.
• Juris Doctor (JD) or equivalent law degree, with 10+ years of experience or specialization in areas that are relevant to the sports industry, entertainment law, and corporate/business law.
• Typically, 8+ years of management experience; or equivalent experience as the subject matter.
• Proven track record in negotiating complex deals and managing high-level partnerships.
• Strong understanding of legal frameworks, contract negotiations, and financial aspects of business…