MILWAUKEE (WITI) -- Getting your hands on Final Four gear is not unlike a competitive sport as Wisconsin fans are Backing Bucky and the Badgers men's basketball team. Hot merchandise has been hard ...

Wisconsin's agreement with Under Armour expires in 2026. Here a look at ways that changes to college sports could impact the next deal.

The Badgers can discuss agreements with other apparel providers beside the one that has outfitted them since 2016.

University of Wisconsin athletic director Barry Alvarez first crossed paths with Kevin Plank back in the late 1990s, just a few years after the latter had founded Under Armour. Badgers sign ...

Chris McIntosh remembers July 1, 2016, as big for business in the University of Wisconsin athletic department. Five contracts for partnerships started that day, covering sideline apparel, online ...