The year of living prosperously

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In 2004 alone, the NFL has secured upwards of $2 billion in contract extensions from its sponsors, including:

January: signs 6-year extension with Visa International for reported $400 million.

February: 8-year extension with PepsiCo's Gatorade for $500 million.

March: 5-year extension with PepsiCo for $560 million, covering Pepsi, Frito-Lay and Tropicana.

April: 3-year extension with Campbell Soup Co. for $100 million.

August: extensions with Southwest Airlines, Canon.

October: $15 million deal with Ameriquest Mortgage Co. that includes Super Bowl halftime show rights.