As Aaron Judge stockpiles superlatives, Under Armour is negotiating a long-term extension of its endorsement deal with the Yankees slugger that began when he was in the minors.

“We’re right now in the middle of renewing Aaron’s deal,” Walker Jones, Under Armour’s senior director for global sports marketing, told the Baltimore Sun. “We’re putting the finishing touches on a long-term extension with him.”

What company involved in MLB wouldn’t want to be in business with Judge, who sports marketing executives and analysts are calling the new face of baseball?

Just days after breaking Joe DiMaggio’s record for most home runs in a season by a Yankees rookie, Judge won the 2017 Home Run Derby on Monday Night. He leads the majors in home runs with 30, is the odds-on favorite to win AL MVP (listed at 1-to-2 odds at the Westgate Las Vegas SuperBook) and is a starter in Tuesday night’s All-Star Game.

Under Armour produced Home Run Derby edition cleats for Judge and Dodger Cody Bellinger with a Miami theme, the Sun noted.

Judge figures to be a cornerstone of Under Armour’s deepening marketing efforts in the sport. Under a deal signed last year, the brand becomes the official outfitter of MLB in 2019, and it has deals with between 325 and 375 players in the majors and minors, according to Jones, also including the Nationals’ Bryce Harper and Dodgers’ Clayton Kershaw.