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UnderArmour playing to win in U.K.

wales flagUnderArmour has won the heart of the Welsh Rugby Union, the Baltimore company announced this Valentine’s Day.

UA will be outfitting players and support staff in a major across-the-pond coup (take that, Reebok!).

This is the latest in a series of international developments for CEO Kevin Plank’s sports apparel company.

The British press is stating that the four-year deal could be worth about $20 million to WRU, the BBJ reports.

From the release:

“We were enormously impressed by UnderArmour’s story and product,” said Roger Lewis, WRU Group Chief Executive. “The technology involved with UnderArmour products demonstrates an innovative and forward-thinking company that is very cutting edge.”

The brand has an official supplier agreement with New Zealand side Canterbury RFU and has developed significant club, athlete, and sports governing body partnerships across the major UK sports of rugby, football and cricket.

…[UA] is committed to working towards further integration into European sport by converting rugby, football, cricket, ice hockey and handball players to the high-tech performance wear that has made Under Armour an integral part of an athlete’s performance.