Former Auburn QB…And the Winner is??? Under Armour! That’s right the Maryland based athletic apparel and shoe company have appeared to have won the Cam Newton Marketing race.   

Terms of the deal have not been  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.

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, but it seems 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.

Newton will be allowed to wear shoes with Under Armour logos on the field in the near future though his jersey will have Reebok logo on it. The brand will be the official apparel sponsor for next season and in 2012, Nike will take over for the next five years. Under Armour has combine rights in the near future and its players will be allowed to wear gloves with the interlocking UA starting in 2012. Newton does not wear gloves, so that won’t play into his deal.

I can honestly say that I have mixed feelings about Cam Newton. Trust me when I saw him play, I said this kid is the truth, but the more I hear about him and see his anytics in person, I really hope that he doesn’t prove me right. My congratulations don’t go to Newton, but to Under Armour for seeing the potential and playing the game.

Your JGF,