Curry is crucial to Under Armour’s business. After the athlete signed with with Under Armour, sales of the company’s basketball shoes grew by 350%, Business Insider reported in 2016.

From 2016-17, the first year of the Under Armour-South Carolina deal, UA paid USC a $2 million rights fee (July 1, 2016-June 30, 2017). That rights fee has increased by $100,000 annually.