Impossible to imagine American college football without Notre Dame. Rockne. “Win one for the Gipper.” The Four Horsemen. The Blue and the Gold. Heismans and national championships by the bushel. Rudy. Exclusive television deals. And now, as Kavitha A. Davidson at Bloomberg reports:

Notre Dame and Under Armour Inc. have signed a 10-year apparel deal worth $90 million that is reportedly the largest in college sports history.

Is this is a good thing for college sports and amateur athletes? Of course it is. As Notre Dame Athletic Director Jack Swarbrick says:

“In as much as this represents the largest financial commitment ever made by a brand to a university, it will provide the critical resources we need to enable our student-athletes to compete at the highest levels.”

The “student-athletes,” do not get paid. But there is the glory.

Cheer, cheer for old Notre Dame,

Wake up the echoes cheering her name,

Send a volley cheer on high,

Shake down the thunder from the sky.

Load More