With the NFL lockout over, PepsiCo has inked a 10-year extension of its sponsorship deal that could be worth $2.3 billion through the 2022 playoffs. If so, it will be one of the biggest sports deals
ever. The $100 million-per-year deal gives Pepsi, Gatorade, Frito-Lay, Tropicana and Quaker Oats "official marketing partner" status with the league, and, of course, Gatorade will be poured at will on
football field sidelines. Motorola is the only other brand with sideline ubiquity.
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