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Under Armour Wins The Cam Newton Marketing Race
CNBC.com | February 14, 2011 | 09:59 AM EST

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.

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