The kit agreement could cost the American sportswear manufacturer at least 150 million euros (USD$160 million) a year. The brand would replace Adidas, which has been a partner of Los Blanco since 1998. Their current partnership is due to expire in 2020.While Under Armour has been the kit sponsor for Tottenham Hotspur since 2011, a deal with Real Madrid would take the US company to a new level. Under Armour has seen success in its home market, however Europe is still relatively small for the brand.  With this deal, the company would emerge as a direct competitor to Adidas and Nike, which have the biggest deals in football sponsorship in Europe.

The kit deal would also see Real Madrid become the highest-paid football club in the world, overtaking Manchester United and FC Barcelona. The club currently receives 40 million euros a year plus incentives from Adidas.Beyond football, Under Armour has sponsorship deals with elite athletes such as American swimmer Michael Phelps, Scottish tennis player Andy Murray and NBA player Stephen Curry.The Baltimore-based company recorded revenue of USD$3.9 billion in financial year 2015.