Under Armour & Madison Square Garden Form College Basketball Partnership

Baltimore-based athletic brand Under Armour has teamed up with New York’s Madison Square Garden to deliver college basketball matchups, starting with doubleheaders dubbed “Reunion.”

The first “Reunion” will take place on Dec. 12 and feature South Carolina taking on Seton Hall, as well as Auburn facing off against Boston College.

“Coming together with Madison Square Garden for the first time as an official partner of college basketball gives us such pride as we continue to elevate our brand presence in the sport,” said Nick Carparelli, senior director of college sports for Under Armour, in a statement released today. “We’re thrilled to be part of delivering all of the upcoming collegiate basketball action at The Garden, and look forward to building a long-standing showcase platform with the ‘Reunion’ for the players, teams and fans alike. ”

The “Reunion” will take place each December of the partnership; the length of the partnership was not disclosed.

All teams featured in “Reunion” matchups – which will be branded with the slogan “Fight Like Family” – are teams sponsored by the brand. Under Armour’s basketball merchandise will be available at Madison Square Garden during the games.

“Under Armour is a leader and innovator in global footwear, apparel and equipment and a great addition to Madison Square Garden’s roster of world-class partners,” said Ron Skotarczak, EVP of marketing partnerships for The Madison Square Garden Company, in a statement. “Throughout its history, the world’s most famous arena has been host to many of the all-time great college basketball games, earning its Mecca of Basketball moniker with elite programs squaring off in front of sold-out crowds and with the help of Under Armour and the ‘Reunion’ doubleheader, that tradition will continue.”

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