Reversing a recent corporate policy of backing out of expensive sponsorship deals, word comes that Under Armour and Notre Dame are extending their relationship, agreeing to a new 10-year, $10 million annual deal in cash and gear. Various news outlets have reported the deal but the UA and Notre Dame have yet to confirm it.

Under Armour reportedly beat out two other major players – Nike and Adidas –to retain the lucrative Notre Dame apparel rights. Notre Dame’s current ten-year contract with Under Armour, reportedly valued at about $90 million, was due to expire after next season.

The Irish and Under Armour have been partners since 2014, when UA replaced Adidas as Notre Dame’s apparel outfit in what was at the time believed to be the most lucrative apparel contract in college athletics history.

Over the last several years, Under Armour has canceled deals with UCLA, California, Hawaii and Cincinnati and Boston College ended its relationship with the company by signing with New Balance and Adidas.