From credit cards to cameras, from auto makers to pizza, companies pour money into the league's coffers for the right to associate their brands with the NFL. Among those pouring are Pepsi ($560 million over eight years, starting in 2004) and Gatorade ($45 million a year, plus marketing costs and free Gatorade for teams).NEXT: Tickets/concessions
Nike paid $1.1 billion to land the NFL's apparel sponsorship. Previous partner Reebok had been moving $350 million annually in NFL gear.
Verizon paid $720 million over four years to be the NFL's wireless provider.
The league will see $700 million in cash from its $1.2 billion, six-year deal with beer sponsor Anheuser-Busch--but teams still cut their own deals when it comes to pouring rights at individual stadiums.