SBD/February 14, 2011/Marketing and Sponsorship

Under Armour Reportedly Signs Cam Newton To Largest Deal Ever For Incoming Rookie

Newton's apparel and shoe deal with Under Armour could surpass $1M annually
Under Armour has signed former Auburn QB Cam Newton to a shoe and apparel deal that sources indicate "will be the largest deal ever given to an incoming NFL rookie," according to Darren Rovell of CNBC. Terms of the deal were not disclosed, but sources said that it will surpass the $1M per year "adidas gave Reggie Bush in 2006 both in terms of annual guarantee and overall dollars." Sources added that the deal "seeks to capitalize on both Newton's fame in college and his future potential." Rovell reports 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 a signature shoe line." Neither Under Armour Senior Director of Communications Diane Pelkey nor IMG's Carlos Fleming, Newton's marketing agent, would confirm the deal. Newton "arguably became the most identifiable athlete of the brand in the company's 15-year history" due to Under Armour's deal with Auburn. Under Armour won Newton's services by beating out Nike. Former LSU CB Patrick Peterson is the "only player in this year's draft class that Nike has signed" (, 2/14).
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