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May 26, 2016 10:54 AM EDT

Analyst Downplays UCLA-Under Armour’s Biggest College Sports Apparel Deal; Turns Focus To Student Athletes’ Compensation

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University of California Los Angeles's record-breaking $280 million deal with Under Armour just had its moment and would probably lost in rank way early in its 15-year existence. Yahoo Finance Writer Daniel Roberts downplays the deal suggesting it was no big deal amid constant change in the deal rankings.

According to Roberts' Yahoo report, the figures were staggering yet it came as no surprise. The market value agreed-upon for these long-term deal is hiking like tuition. In short, UCL-Under Armour deal would not maintain as "biggest ever" deal in the long run. And it would be safe to assume that the next big-school apparel contract will apt to best it out. As NCAA history suggests the biggest college apparel deal has changed heads between the big three apparel brands up to five times within two years.

The question worth asking now is why these agreements are "inflating so quickly?" Roberts' Yahoo report said, whilst the endorsements, there has to be a reason these three sports apparel giants kept heatedly compete signing big schools. Each deal is a bet on brand exposure, an expectation that when a College Football fan watches his favorite school game, he sees that UA logo on their apparels and will begin to favor their brand more.

Amid the news frenzy boasting that the deal is the biggest in the NCAA history, Under Armour said UCLA's world-class institution status and Under Armour's global leader position was committed to collegiate athletics, the Yahoo report added.

But where did this leave Adidas? When UCLA's apparel deal had in the past been with Adidas. Rather, this should open up questions on how these deals might be say anything about the enduring debate over whether student athletes must be compensated.

Meanwhile, UCLA's Benjamin QB Josh Rosen on Instagram "We're still amateurs though... Gotta love non-profits #NCAA." Which could be alluded to NCAA's "amateurism" rule, where it has resolutely refused to compensate student athletes beyond tuition. He then deleted the post.

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