South Carolina is preparing for a significant shift in its athletic branding. According to a report by the Post and Courier, the Gamecocks are expected to announce a new apparel partnership with Nike on Thursday, ending a long-standing relationship with Under Armour.
The change is set to take effect beginning with the 2026–27 academic year, once South Carolina’s current contract concludes.
The move will close the chapter on nearly two decades of collaboration with Under Armour. South Carolina first partnered with the company in 2007 through a six-year, football-only agreement valued at $10.8 million.
Over time, the partnership expanded to cover all athletic programs, eventually phasing out prior individual deals with Russell Athletic, Adidas, and Nike.
REPORT: South Carolina is expected to switch from Under Armour to Nike ahead of the 2026-27 school year, per @postandcourier👀https://t.co/g6MwGHj4KM pic.twitter.com/7kQw7NPKPj
— On3 (@On3sports) August 21, 2025
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. That agreement runs through June 30, 2026.
Under Armour’s existing contract includes provisions designed to limit early negotiations.
South Carolina is prohibited from formally engaging with other apparel companies until 180 days before the deal’s expiration, which would be January 1, 2026, according to the report. Additionally, UA retains a right of first refusal, giving it the option to match any competing offer within 15 days. Should it choose to do so, the Gamecocks would be obligated to re-sign with the company.
Despite these safeguards, reports indicate that South Carolina is preparing to move ahead with Nike. A scheduled Board of Trustees meeting Friday morning lists a single agenda item “Athletics Department: Apparel Agreement, ”which is expected to finalize the shift.
This transition comes amid wider movement across the Southeastern Conference in apparel sponsorships. Tennessee recently opted to leave Nike in favor of Adidas, a deal notable for its inclusion of a multi-million-dollar NIL component aimed at enhancing opportunities for athletes.
Meanwhile, Auburn departed from Under Armour to return to Nike, aligning itself once again with alumni icons Charles Barkley and Bo Jackson, both tied to Nike’s legacy.
For South Carolina, aligning with Nike could carry both financial and branding implications. Beyond the familiar “Swoosh” logo on uniforms and merchandise, the structure of the deal could mean more for NIL opportunities.
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