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The Conscience of Thoroughbred Racing


By Marc Lawrence, — With its latest deal, the NFL can raise a glass to another milestone.

A pact with California winemaker E. & J. Gallo has the league nearing $2 billion in sponsorship deals for the first time. The brand becomes the NFL’s official wine sponsor and will have exclusive pouring rights at major events including the Super Bowl and Pro Bowl.

The deal means that every item at the NFL bar is spoken for, with Anheuser-Busch retaining beer rights and Diageo covering hard alcohol. Last year’s Diageo deal, worth a reported $30 million annually, made the company the NFL’s first hard alcohol sponsor.

With it, the NFL is now on course to pass $2 billion in sponsorships for the first time. The league hit a record $1.8 billion in deals last year. It had $1.6 billion in 2020.

Tech companies contributed the largest chunk in 2021, followed by gambling and alcohol companies. Verizon’s deal with the NFL has reached as high as $300 million per year

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