The Wisconsin athletic department announced an extension to its apparel deal with Under Armour for 10 more years. It's been 10 years, and now there will be 10 more, and Wisconsin fans are almost universally in agreement that they hate it. If you click on the social media post for the announcement of this deal, whether it's on X or Facebook, the comments are flooded with unhappy fans.
It's a deal that Wisconsin is proud of and continues to promote, but fans want a different company to make the apparel for Wisconsin. Here's a sampling of some of the comments from fans, but there are a couple of wrinkles in the new deal that are intriguing.