Gamecocks Soar to New Apparel Deal: South Carolina Inks Nike Partnership

In a significant shift for South Carolina's athletic program, the university is preparing to announce a new apparel partnership with Nike, ending its nearly two-decade relationship with Under Armour. This transition is set to take effect beginning with the 2026-27 academic year, once the Gamecocks' current contract with Under Armour concludes.

The move marks the closing of a chapter that began in 2007 when South Carolina first partnered with Under Armour through a six-year, football-only agreement valued at $10.8 million. Over time, the partnership expanded to cover all of the university's athletic programs, eventually phasing out prior individual deals with other brands like Russell Athletic, Adidas, and Nike.

The current 10-year deal, signed in 2016, provided South Carolina with a $2 million signing bonus, $24.5 million in rights fees, $500,000 earmarked specifically for baseball, and $44.5 million in product allotment. However, reports indicate that the Gamecocks are now preparing to move ahead with Nike, despite the contractual safeguards that Under Armour has in place to limit early negotiations.

This transition comes amid wider movement across the Southeastern Conference in apparel sponsorships, with Tennessee recently opting to leave Nike in favor of Adidas and Auburn returning to Nike after a stint with Under Armour. For South Carolina, aligning with the iconic "Swoosh" brand could carry both financial and branding implications, potentially enhancing NIL opportunities for its student-athletes.