||In 2005, Coors Brewing Co. agreed to pay $500 million over five years to be the league's brew, a 67% increase from its previous deal. Annually, the NFL takes $30 million; the other $70 million is earmarked for advertising and promotion.
||Anheuser-Busch has individual deals with 28 teams at an estimated cost of $30 million annually. Deals with the networks have made it the exclusive Super Bowl beer advertiser through 2012 (a position it has held since 1989), locking out Coors and Miller.
|Soft Drinks and Snacks
||PepsiCo is spending more than $1 billion on two deals: In 2004, it agreed to pay $560 million for Pepsi (soft drink), Frito-Lay (snack food), and Tropicana (juice); and $500 million for Gatorade (sports drink). Both expire February 2011.
||Coca-Cola spent just under $10 million on 90 seconds of ad time during the last Super Bowl; it has individual sponsorships with 15 teams, spending roughly $15 million annually. Recent acquisition Glacéau has deals with five marquee players.
||Beginning with the 2002 season, Reebok (later acquired by Adidas) agreed to a 10-year, $250 million deal to be the official outfitter of the NFL.
||Nike has endorsement deals with nearly 900 NFL players, spending an estimated $100 million annually.
||General Motors spends at least $140 million a year to be the NFL's car of choice. It's the number-one TV advertiser during games. GM's four-year deal—signed in 2005—splits official vehicle status among GMC trucks (regular season), Cadillac (Super Bowl and Pro Bowl), and Hummer (NFL Draft).
||Ford Motor Co. is the number-three TV advertiser during games, spending roughly $95 million per year. Chairman Bill Ford reportedly paid $40 million to name Detroit's football stadium Ford Field through 2022. The Detroit Lions are owned by Ford's father, William Clay Ford Sr.
Back to Tough Guys
A version of this article appeared in the October 2007 issue of Fast Company