Under Armour Inc.'s sponsorship obligations totaled $167 million at the end of 2010, nearly double the $78 million spent in 2009, according to its just-released annual report.

Under Armour last year signed a multi-year endorsement deal with New England Patriots quarterback Tom Brady, and this week signed a deal for Heisman Trophy winner Cam Newton. It also this year becomes an official supplier of gloves to the NFL beginning in 2011 and combine training apparel beginning in 2012. It is already an official presenter of the NFL combine and has the rights to outfit players on-field with its cleats.

Other NFL endorsers include Miles Austin and Anquan Boldin. It has college deals with Auburn, Utah, Maryland, Texas Tech, Hawaii, Temple and Boston College.