Patrick Mahomes led a fourth-quarter comeback in the Super Bowl, the Kansas City Chiefs danced in a confetti shower and the last NFL season came to a close in thrilling fashion for fans.

Then the NFL turned its attention to something even more pivotal for teams and players: an off-season it hopes will be the most lucrative in sports history, flush with tens of billions of dollars in new media deals that would line the pockets of the country’s richest league for the next decade.

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