Under Armour signs Cam Newton

[RunInRed 18,172]

Under Armour Wins The Cam Newton Marketing Race

By: Darren Rovell

CNBC Sports Business Reporter

The (War) Eagle has landed.

Former Auburn University Heisman Trophy winning quarterback Cam Newton has signed a shoe and apparel deal with Under Armour.

Terms were not disclosed, but according to sources this deal will be the largest deal ever given to an incoming NFL rookie, surpassing the $1 million a year deal adidas gave to Reggie Bush in 2006 both in terms of annual guarantee and overall dollars. Sources said the deal seeks to capitalize on both Newton's fame in college and his future potential. Under Armour will unveil a whole collection of Cam Newton Auburn items, including jerseys with his name on the back, as well as football and training gear, including signature a signature shoe line.

Under Armour spokesperson Diane Pelkey would not confirm the signing and Newton's marketing agent, IMG's Carlos Fleming, also declined to comment on the deal.

The signing provides great consistency to Under Armour. Thanks to its deal with Auburn, and the school's national championship this season, Newton arguably became the most identifiable athlete of the brand in the company's 15-year history. He typically wore 17 Under Armour logos each Saturday during the season.

The battle for Newton came down to Under Armour versus Nike. Under Armour wanted Newton more, but it was a question as to whether Nike, which has more than 20 times the marketing budget of UA, wanted to pay up enough to use Newton as a part of leveraging its upcoming exclusive apparel deal. Ultimately, Under Armour was willing to put more guarantees behind Newton's marketing future.

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[Tigerguy 1]

Cam needs a good rookie year and then he potentially becomes the highest paid athlete to endorse products. This guy can be bigger than Tiger Woods.

[RunInRed 18,172]

AUTC photo

[banditmwp 713]

I loved the UA support at the BCSNCG. There was the above billboard in Westgate Center, there were two planes pulling banners around over the stadium, I figured this would be their next move.

On the flip, there was little Nike support...which struck me as odd

[Proud Tiger 4,261]

Way to go Cam. Another defeat for Phil Knight and Nike. Screw the swoosh!!!!

[Tigermike 3,673]

Under Armour signs Cam Newton Bama fans now hate Under Armour.

[AU alum 2]

Cam needs a good rookie year and then he potentially becomes the highest paid athlete to endorse products. This guy can be bigger than Tiger Woods.

Don't you mean the pre-affair Tiger Woods?

[Proud Tiger 4,261]

Cam needs a good rookie year and then he potentially becomes the highest paid athlete to endorse products. This guy can be bigger than Tiger Woods.

Don't you mean the pre-affair Tiger Woods?

Or the one who got fined for spitting all over the course in Dubai this weekend. I hope he never wins another tournament.

[Tigermike 3,673]

Cam needs a good rookie year and then he potentially becomes the highest paid athlete to endorse products. This guy can be bigger than Tiger Woods.

Don't you mean the pre-affair Tiger Woods?

Or the one who got fined for spitting all over the course in Dubai this weekend. I hope he never wins another tournament.

What you can't spit in Dubai?

[OldNewby 27]

Under Armour signs Cam Newton Bama fans now hate Under Armour.

Since Bama's with Nike, and Auburn's with UA, just figured they already did. Small minds need little reason to hate.

[Friedchickenman 0]

I knew there was a reason why I've started loving under armor so much, I wear their t-shirts almost every day now.

[OKieAuburnDoug 1]

Cam needs a good rookie year and then he potentially becomes the highest paid athlete to endorse products. This guy can be bigger than Tiger Woods.

Uhhh now that's a bit of a reach...

[HSVTIGER 5]

True story - Back when Auburn first signed with Under Armour, a friend of mine had a customer who was a big Bama fan and he made his kid get rid of all his Under Armour gear.

[Duder 243]

Cam needs a good rookie year and then he potentially becomes the highest paid athlete to endorse products. This guy can be bigger than Tiger Woods.

That is a reach even for an AU mind. Tiger earned like few in history until the last few years.

If Cam starts this year I don't see that ending well.

[AUloggerhead 2,509]

I can see it now: "Cammy Cam Model" shoes, socks, headbands, wristbands, helmet visors, water bottles, backpacks, duffel bags ... more power to you, Cam -- strike while the iron is hot.

[fearless&true14 0]

I think auburn has been a great rep for under armour. When we signed the deal, Texas Tech, Maryland, and us were the only teams. Since then, you've had South Carolina, Hawaii, Utah, Boston College, North Texas, Deleware and a lot of high schools(especially in the lauderdale county area). Plus I believe Auburn basketball might've been the first team to use if for basketball. Texas Tech and Maryland stuck with nike and addidas for awhile. Baseball seems good too.

[Tigerguy 1]

Cam needs a good rookie year and then he potentially becomes the highest paid athlete to endorse products. This guy can be bigger than Tiger Woods.

Don't you mean the pre-affair Tiger Woods?

Yes. The post-affair Tiger has fizzled.

[creed 1,784]

Nothing against Under Armour they have been very good to Auburn, but the best fitting jersey AU has ever worn was made by Russell. Every jersey looked like it was tailored for each player.

[WarDamnPlainsmen 0]

I think auburn has been a great rep for under armour. When we signed the deal, Texas Tech, Maryland, and us were the only teams. Since then, you've had South Carolina, Hawaii, Utah, Boston College, North Texas, Deleware and a lot of high schools(especially in the lauderdale county area). Plus I believe Auburn basketball might've been the first team to use if for basketball. Texas Tech and Maryland stuck with nike and addidas for awhile. Baseball seems good too.

Are you speaking of Lauderdale County Alabama? I live in Lauderdale and I didn't know of any teams that sported Under Armour gear. I'm not calling you out, I'm just curious.

[2003ALUM 0]

Cam Newton has had a major impact on sports. I realized this more this week than ever. I looked out of my front window yesterday and watched some neighborhood kids (whose parents are not Auburn grads/fans) playing football in my front yard. I watched as the quarterback would step back and then start to run and do the Cam dive before he was touched or tackled. I could hear them talking about Newton and they would each take turns pretending to be him. I live in Atlanta... this guy is going to be huge. He'll be for Under Armour what Bo was for Nike.

[Duder 243]

Again, a bit of a stretch at the moment. The Bo Knows campaign for Nike was HUGE! Hell, the still sell his cross-trainers! Let's let Cam play a down in the NFL before we start comparing his earning power to Bo, who was among the highest at that time. Bo was on a cartoon for pete's sake!