MADISON, United States — Under Armour Inc. signed a 10-year deal worth more than $100 million to become the University of Wisconsin's official outfitter.

Under the terms of the deal, Under Armour will provide the Badgers with $96 million in cash and apparel, the university said in a statement Friday on its athletics website. The company will also guarantee $4.5 million in licensing royalties. Wisconsin’s current contract with Adidas AG expires June 1.

Wisconsin becomes Under Armour's third Big Ten Conference sponsorship, joining Northwestern University and the University of Maryland, the alma mater of founder Kevin Plank. The Baltimore-based company, which outfits 17 programs at college football's top level, also signed Notre Dame in 2014 to the richest apparel contract in NCAA history.

It is Adidas’s second major college loss of the year. The University of Michigan in July moved to Nike Inc. in an 11-year deal worth $169 million.

The news comes one week after Nike’s exclusive negotiating window with the University of Texas, the country’s richest athletic department, expired. Nike, Under Armour and Adidas will all probably bid for the Longhorns contract.

By: Eben Novy-Williams; editors: Janet Paskin and Lisa Wolfson.