Global Edition

Under Armour forms Technical Partnership with Aphrodite Hills

8.41am 29th October 2020 - Corporate - This story was updated on Monday, November 2nd, 2020

Under Armour, the UK’s No.1 men’s golf apparel brand, has signed up Aphrodite Hills in Cyprus to its ‘Technical Partnership Programme’.

The agreement comes at an exciting time for the resort, with Aphrodite Hills about to host two consecutive European Tour events on its PGA National Cyprus course. The events commence with the ‘Aphrodite Hills Cyprus Open’ on October 29, followed by the ‘Aphrodite Hills Cyprus Showdown’ in the immediate week after.

The partnership will see Under Armour become the exclusive technical apparel and footwear supplier to Cyprus’ premier golf resort, outfitting its staff with the brands leading apparel innovations throughout the resort.

Richard Palmer-Jones, owner of PJH Brand Management, official partner of Under Armour Golf in the UK & Europe, said: “We are delighted to announce this landmark partnership with a resort that I rate among the best in the world, let alone Europe. Director of Golf Andrew Darker and his team share our belief in delivering the very best in performance to their customers, members and residents. 

“The expanding vision of Aphrodite Hills is incredibly exciting, and the arrival of the European Tour at the end of October will showcase to the world that this is a ‘must play’ location. I could not be more proud or excited to announce this long-term partnership with Aphrodite Hills.”

Darker said: “We are delighted to become one of the first technical partners of UA, a brand with a strong vision and values that are perfectly aligned with our own; this unique collaboration will help to develop the awareness of both brands in the Mediterranean region.

“Since we started working with UA, the sales growth has been phenomenal, in fact today UA is now our biggest selling manufacturer within the resort. The product offering is second to none, the advanced technical products lead the marketplace and fit perfectly into our resort retail outlets, the wide range of merchandise and accessories is perfect for our golfers; most importantly, the product is a favourite with all ages groups across the board.”

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