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US apparel company Under Armour will roll out a content series focusing on the 2019 AFL draft, after signing a long-term alliance with the code.
Under Armour today agreed a three-year deal to become the AFL's official apparel partner, including supplying all on-field wear and compression clothing for the AFL's draft combine.
The Baltimore-based firm will also provide all on-field and off-field apparel for the AFL Academy until the end of the 2020 season as part of the alliance.
"Working with an innovative and forward-thinking company like Under Armour aligns with the AFL’s efforts to continually strive for innovation and high performance," said AFL general manager of commercial, Kylie Rogers.
Under Armour will work with the AFL's content division to create a new content series, 'Drafted', which will follow four academy players in the lead-up to next week's 2019 draft and into the new season.
The first two episodes, between six and seven minutes in length, have been watched 82,000 times on the AFL's Facebook page, and also delivered strong metrics on other social media platforms.
In recent years the AFL has increasingly focused on building audience and commercial revenue around properties such as the draft, which is closely followed by media and fans.
"Under Armour is excited to commence a long-term partnership with the AFL, to further build our brand locally and connect with both players and fans of the game in Australia," said the apparel firm's local boss, Fernando Reani.
