The Baltimore Orioles and Under Armour have announced a multiyear partnership that will prominently feature the athletic apparel company at Camden Yards, and spotlight rising star Gunnar Henderson. The deal, finalized Wednesday, March 18, 2026, will showcase Under Armour imagery on the back of the new scoreboard facing Eutaw Street, featuring the Orioles shortstop. It’s a significant move for both organizations as Under Armour navigates a changing landscape of athlete endorsements and the Orioles continue to build momentum following a promising 2025 season.
The partnership extends beyond the scoreboard, with the Kids Home Run Porch now presented by Under Armour, complete with a branded cleat statue. This collaboration isn’t simply about visibility; it’s about aligning with a player poised for national recognition. As Andy Kostka of the Baltimore Banner noted, Henderson is “already a star in Baltimore, if not the entirety” of Major League Baseball. The timing is particularly noteworthy as Under Armour recently ended a 12-year partnership with Stephen Curry in November 2025, according to the Sports Business Daily, potentially opening up more space to elevate Henderson’s profile.
A Strategic Partnership Years in the Making
The Orioles and Under Armour have been in discussions about a potential partnership for over a year, according to Orioles Chief Revenue Officer Don Rovak. This long-term planning suggests a deep alignment in values and a shared vision for the future. The deal represents a significant investment in the Orioles brand and a commitment to enhancing the fan experience at Camden Yards. The focus on Henderson, a local product and quickly ascending talent, is a key element of that strategy.
Henderson’s Rising Star Power
Gunnar Henderson’s rapid ascent in baseball makes him an ideal ambassador for Under Armour. The shortstop has quickly become a fan favorite in Baltimore, and his performance on the field is drawing national attention. The partnership aims to capitalize on this momentum, showcasing Henderson’s image and story to a wider audience. The visibility on the Eutaw Street scoreboard, a prominent location within the ballpark, will ensure that Henderson’s association with Under Armour is highly visible to fans attending games.
Beyond Branding: A Commitment to the Community
The partnership between the Orioles and Under Armour likewise includes a community-focused initiative: the “Sunday Salute” program. This program will allow fans to nominate military families to receive tickets and participate in pre-game ceremonies, including the opportunity to throw the ceremonial first pitch. Honoring local military families was a key priority for both organizations during the negotiation process, demonstrating a shared commitment to giving back to the Baltimore community.
Looking Ahead
The full impact of this multiyear partnership will unfold over the coming seasons. The Orioles and Under Armour will continue to explore additional collaborative opportunities, building on the foundation established with the scoreboard imagery, the Kids Home Run Porch presentation, and the Sunday Salute program. Fans can expect to observe further integration of the Under Armour brand throughout Camden Yards and in team-related activities. The next scheduled event related to this partnership is the unveiling of the UA-branded cleat statue at the Kids Home Run Porch, planned for the Orioles’ home opener on April 1st.
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