Under Armour & Rugby Analysis
Master’s in Sports Administration
Sport Sales Strategy
This is my final project in my Sports Sales Strategy course at Northwestern University. The assignment was to conduct a persuasive presentation on any topic. I knew I wanted to write my Master’s thesis on Under Armour’s international expansion and sports marketing. I saw a correlation between rugby and Under Armour’s main sport, football. I decided to make my project on why Under Armour should focus more on the sport of rugby, specifically targeting women’s rugby as an increasingly popular sport among women globally.