UCLA Bruins guard David Singleton (34) brings the ball up the court during the Bruins game versus ... [+] USC in March. If Under Armour succeeds in severing their $280 million partnership deal with UCLA, the Bruins will soon feature a different logo on their athletic gear. So what do we take from all of this as we look ahead at what happens next across the corporate partnership landscape in sports? Under Armour would not be trying to completely sever their financial obligations to UCLA if UCLA’s marquee sports were thriving. The touchy-feely of a good relationship between brands and properties certainly matters more today than ever before.

Source: Forbes June 28, 2020 06:56 UTC