What happened: Under Armour has officially ended its four-year endorsement partnership with WNBA guard Kelsey Plum, the company confirmed to B/R Kicks. The split concludes a significant apparel deal for the Las Vegas Aces standout. No immediate reason was provided for the parting.

Why it matters: Endorsement deals provide crucial off-court income for WNBA players amid growing league popularity. Plum, a three-time All-Star and two-time champion, loses visibility from a major brand. This could signal shifts in UA's athlete roster or Plum seeking new partnerships like Nike or Fanatics.

What to watch: Monitor announcements of Plum's next sponsor. Watch for any impact on her Aces performance amid playoff push.